Scott Wilson 以前在core77论坛上贴出的一个设计演示文件，怎样做设计说明，虽然时间已经很久，但不妨一看，也是测试一下slideshare

1. Consumer Product Design Guidelines
10.02.00

2. The technology backlash that many talked about for years hasn’t seemingly happened at
all, at least not the way people imagined. We have not abandoned the computer and other
hi-tech devices for pencil and paper and other fundamental approaches to life as some
predicted. People still crave the latest and greatest. This backlash has instead materialized
itself in people’s desire for more approachable and emotive design.
In the past, design was driven by technological innovation. Moving forward, as technologies
equalize and people’s lives become more and more inundated with technology, we need
to address the increasingly complex relationship between consumers and technology. The
market successes of tomorrow will be technology products and services that truly enhance
experiences and add quality and richness to people’s lives. Consumerism is transitioning
from product-centric to experience-centric. People are buying lifestyles and the stories,
experiences and feelings that these product solutions offer. Products and services that have
a cohesive quot;storyquot; and are quot;emotivequot; will thrive. You only need to look at the success and
Introduction messaging of VW, Apple, and Target to see the genesis of this. 3Com’s “story” is “radical
simplicity”, simplifing people’s lives through easy to use, easy to maintain, and easy to buy
connectivity products. This should become the criteria for every product 3Com produces.
The future of technology in the home
Our environments will become simpler and less cluttered with disparate technological
artifacts. There will be quot;ambientquot; technology all around us. We will begin to think less
about the gadget and more about the content and benefit. Ultimately, technology and
design will mimic nature in it’s incredibly complex and vast sophistication and at the same
time in it’s simple and beautiful façade.
Complexity on the inside = Simplicity on the outside. As technologies merge and information
expands this becomes a more daunting challenge and demands collaboration across design
disciplines and industries. It also requires a shift in manufacturers’ mindset from complexity
and quantity to quality and simplicity.
As for the physical embodiment of design, in mass, people gravitate towards products that
they can relate to, that are approachable. People seem to respond most positively to familiar
forms and visual metaphors…the extraction, abstraction, and application of appropriate
visual elements and meanings from past objects, experiences and nature. This approach
seems to create an endearing quality and mass appeal in products. Again, this is evidenced
in the current successes of emotive and characterful design as well as the emerging popularity
in high-tech minimalism. This formula can also add an enduring quality to the product, a
sense of timelessness.
The design of the 3Com HomeConnect product line is focused on simplicity and high-tech
minimalism. Downplaying the complexity and simplifying it’s appearance. The end result
is a suite of connectivity products that is more approachable and easier to understand.

3. page 5
The following sections describe
the physical attributes that
define the 3Com
color, materials, finish
HomeConnect Design
Language. Following these
guidelines in combination with user themes
the 3Com Brand Identity and
basic formula
User Interaction Guidelines will
build a strong and consistent
brand image.
pages 14-15
pages 22-23
Contents
1 2 3 4 5 6
small form factor
medium form factor
fundamental rules pages 16-21
large form factor
camera/interactive device
123
form
abc
page 4
graphics, icons, labeling
pages 6-13

4. Color, Material & Finish.
Project Initiation.
There is a initial product color, material,
Once a new product initiative has been
finish palette defined in the following
Identified, the development team should
guidelines. This palette serves as a tool
include a product design representative.
for consistency. As 3Com’s home
This is the best way to insure adherence
product offering matures this palette
to the guidelines and will result, in the
may expand appropriately. These future
end, with a more refined and user-
expansions and inclusions are subject
centered solution. Great products require
to approval by 3Com product design
close collaboration from the beginning
management.
between all disciplines.
Provide the designers and team
Graphics and Product Markings.
members with a PRD and design brief.
Any graphics, icons, labels etc. should
In order to iniate the design process it
adhere to the 3Com Brand Identity
is necessary to provide the design team
Guidelines. There are many instances,
with the appropriate information. A
however, where the Brand Identity
PRD and a design brief will inform the
Fundamental Steps & Rules Guidelines do not apply or are not
design team of all project goals and
appropriate for physical product. In
necessary constraints.
these instances refer to the following
This is a brief overview of the guidelines on Product Graphics.
HomeConnect Product Remember that a “consistent” look and
feel must still be maintained.
Guidelines and product design
process. The intention is to Use research whenever possible and
appropriate.
have a flexible and evolving
In addition to standard market research,
product design language. To consider using user/observational
Graphics and Product Markings.
maintain consistency, however, research. This is especially useful in
Any graphics, icons, labels etc. should
providing insights and a fresh perspective
it is necessary to follow these adhere to the 3Com Brand Identity
in regards to new product design and
Guidelines. There are many instances,
approved guidelines. If you architecture. It is a good way to discover
however, where the Brand Identity
and address unmet user needs.
have questions consult the Guidelines do not apply or are not
Innovation is often times inspired by this
remainder of the document or appropriate for physical product. In
type of research.
these instances refer to the following
email us at: guidelines on Product Graphics.
Remember that a “consistent” look and
feel must still be maintained.
IDesign_Questions@3com.com.
Form.
3Com’s approach to form in the design
A Product Design representative of it’s physical product should echo the
will respond within 24 hours. company’s overarching theme of “radical
simplicity.” The ultra clean sophistication
should not be subjected to superflous
details and surface decoration. This
high-tech minimalistic approach should
help these products complement the
home environment as well as better
endure the “temporary” nature of high
tech products.
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5. flared ends
floating flange large,
with full round generous,
full radii
high gloss finish
tapered middle
Basic
Formula
The most identifiable and distinct The flaring form in the main body The rounded bead edge that is Generous corner radii in one axis
This page
visual attribute of the design of these enclosures is another present at opposing ends is a of the product is the final core
summarizes the most language is the high polish finish strong element. It is executed distinctive detail. It creates a element of the design language.
pervasive visual of the plastic enclosures. In in a subtle and restrained manner visual feeling of a continuous Many times this is visualized as
combination with the other core that does not feel forced or skin that wraps around the given a “lozenge”, “hot dog” or
attributes of the
elements it creates a highly contrived. It is seemingly more product... an elastic band. It is “racetrack” shape. This shape is
product design differentiated and sophisticated natural and a result of slight essential that the execution aligned with current
aesthetic in comparison to tension or stretching in the include a fully rounded edge as contemporary graphic, product
language. These
competitive products. This finish plastic. In combination with the illustrated above. This will avoid and furniture trends. It is also
attributes may all be showcases the beautiful and high polish finish, the products any unfinished appearance. very familiar lending itself to mass
present at one time subtle qualities of plastic. It is take on a more housewares-like appeal. Because of this familiarity
plastic at its best. appearance. and simplicity it should retain its
in a product or some
relevance in design longer than
appropriate subset of The use of plastic is not more complex and unrestrained
guaranteed in all future designs.
these. The decision
products. If another dominant
on inclusion or material is introduced an The key to these simple shapes
exclusion of certain appropriate and complementary is in the execution of details,
finish for that material will be finishes and materials.
attributes should be
defined.
based on whether
there is an obviuos
and strong visual link
to other
HomeConnect
porducts.
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6. The rounded
bead edge
that is
present at
opposing
S M L i ends is a
distinctive
detail.
Form
The minimalistic extruded
The goal of any design language is
shapes shown here are a
to establish a recognizable and
good example of the essence
distinct visual identity for a brand. of the design language.
This is best executed through iconic
and memorable forms in
combination with quality of
construction.
The HomeConnect design language
has established a simple, iconic form
language derived from familiar
geometric and graphic shapes. In
combination with sophisticated
Generous corner radii in one
colors, textures and finishes this form axis of the product is another
language takes on a feeling of high- core element of the design
The slightly concave sides and language.
tech minimalism. This minimalistic
flaring ends give these simple
approach should help HomeConnect shapes more distinction
products complement their
environment and be less susceptible
to rapidly changing design trends.
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7. A L
[usb network adaptor]
Alternative design for translating adaptor
[ Silver - PMS 877c ]
[ LS029 - whiteblue ]
Small
Form Factor
USB/Ethernet Network Adaptor
The design language applied to a
small form factor case. In most cases,
this form factor will be used for
adaptors, in-line dongles and low
visibility products.
The goal here is to be as understated
and restrained as possible while
executing the details at the same
high level as more visible products
in the line.
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8. [ Silver - PMS 877c ]
[dsl modem ]
[ printed label ]
[ LS029 - whiteblue ]
[ Silver - PMS 877c ]
4.98
3.95
2.85
1.80
0.90
0.00
.097
Medium
Form Factor
[ ver01 - part finish to plated silveblue satin chrome with PMS 645c graphics ]
[ ver02 - part finish to be matte BS429, matte with Silver PMS 877c grtaphics ]
This size is representative of a
medium size, cost-effective case
which would be used for products
such as modems and hubs.
The metalized faceplate allows for
segmentation between high-end
and low-end. A lower-end unit
would have a non-metalized
faceplate.
DSL modem case
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9. DSL modem case with cable management stand
m

10. Large
Form Factor
Flagship products and units
requiring more internal real estate
would occupy larger cases. Since
no larger cases have been
developed at this point these
should be considered
placeholders. As these initial
larger cases and gateways Preliminary cooling tower concept
become available this section will
be revised.
Higher-end finishes and added-
value features will be more
evident in these products.
Vertical Gateway concept with cable management skirt
m

11. Example of how the design language may be
evolved into varying form factors
Vertical Gateway concept with cable management
base skirt
m

12. More interactive products may be offered in
range of colors, materials or finishes
Camera
Case
The majority of HomeConnect
products are essentially infrastructure
products with little to no interface
with the user after initial setup. There
are a few products now and more
in the future which will have higher
consumer visibility and interaction.
These cameras are representative of
interactive products within the design
language.
There is also an obvious visual tie to USB Video Camera
Audrey, 3Com’s first internet
appliance device.
As more interactive products are
defined and sub-brands are created
it is still critical that the consumer can
identify a strong and consistent visual
language with 3Com products.
m

13. Interconnectivity between all 3Com
products is a must for users. Defining
added-value features that are created
when 3Com products are used together
is a strategic advantage as well as a
compelling reason for consumers to
purchase 3Com products.
Audrey, a consumer focused internet appliance
device. A close visual tie with the Consumer
Product Design Language.
m

14. The color palette in most cases will need to be applied in the following
situations:
• Plastic housings
• Metal housings or exposed metal details
• Graphics communications, icons and product markings
Colors • Labels
Materials The following page specifies what colors, materials and finishes should be
Finishes used in most applications.
The color palette for the 3Com
HomeConnect product line consists
of a primary palette and a secondary
palette. Initially it is fairly limited for
the purpose of reinforcing
consistency and building brand
recognition faster.
The consistent use of color to
represent the 3Com brand is a major
factor in making the brand
recognizable and memorable.
Moreover, particular colors tend to
evoke particular responses whicjh
can helpsupport the values
associated with the 3Com brand.
m

15. plastics
LS029 - Vapor LS190 - Grey Milky Lexan PMS 542 PMS 144 PMS 3975
A bright white with a A mid level grey. Slightly translucent Deep, rich blue Deep, rich rusty orange Deep, natural green
bluish hue. Use: Alternate color on Use: Lens parts, covers Use: Accent color for Use: Accent color for Use: Accent color for
Use: major body major body panels & stands that require minor plastic parts minor plastic parts minor plastic parts
panels some visibility
metals
Palette
Satin Chrome Plating Bright Chrome Plating LS190 -
Rich, sophisticated Use: Accent parts and Vinyl/Powder Coat
metalization for plastic structural parts such as Use: applications
and metal parts. stands, brackets, etc. where metal parts
Use: select high end need finishing and
[see physical samples]*
accent parts plating is not
appropriate
[see physical samples]*
graphics, icons, markings
PMS 877c - Silver PMS 542 - Blue PMS 442 - Steel Gray
Use: Primary color for Use: Alternate color for Use: Alternate color for
padprinting of 3Com icons, product icons, product
logo and other product markings markings
markings
labels a select color palette for the communication of connectors for WAN, LAN, power, etc.
PMS 542 - Blue PMS 130 - Orange PMS 382 - Green PMS 021- Red-Orange
Use: Outside, WAN Use: DMZ Use: LAN, Home Use: Power
Network
m

16. graphics
This section is broken down into 3
areas...graphics, icons and labels.
To reinforce 3Com’s Radical Simplicity
it is important to focus on the user
interaction. Clear intuitive visuals are
essential for commuication and easy
setup. • The 3Com logo on products shall
use the approved one-color
artwork. Artwork in most case will
be printed but may also be molded
into plastics parts in some cases.
[dsl modem ]
• The proposed naming convention
for products incorporates brackets
around the product name. This
implies added information as well
as giving a slight techy feel to the
simplified appearance of the case.
Koshgarian Light is the font specified
m

17. • 3Com logo graphics on products to be
padprinted in PMS 877c.
• The approved 1-color artwork should be
used.
• Graphics to be oriented lengthwise on product
to accomodate both horizontal and vertical
product orientations. On products that have
only one orientation graphics should be placed
right-reading.
[dsl modem ]
0.375”
Baseline of 3Com • Product name to appear in brackets
logo to align with • Font: Koshgarian Light
tangent point on • pt size: 10pt (larger product may require larger pt size)
surface.
[3C2257 usb adaptor]
• with 3C model # naming
convention
m

18. 1
2
3
4
diagrams
[home ethernet gateway]
Given the confusing nature of home networking, any
graphical representation of a network or instructional
material should be executed in an approachable and
simple style.
If iconic graphics representative of the product design
language can be defined this will further reinforce the
consistency of the brand image.
un-secure side secure side
wireless
pad
pc1
cable/dsl modem
web
pda
gateway
DMZ
pc2
external hard drive
network device
m

19. The icon examples below represent a look & feel for
HomeConnect products. They are all based around a circular
motif which aligns with the new 3Com “three rings” graphic
identity and relates to the users mental model of a network
and being connected. If possible icons should be designed
in a non-directional fashion so that recognition from any
angle or orientation is possible.
Icons like this may be used on faceplates or connector plates
of modems, gateways, hubs, etc. They will typicaly be printed
or label based. Colors should follow the guidelines set forth
icons in the colors section.
Icons are one of the simplest and
most intuitive ways to communicate
meaning. Many icons are universally
and cross-culturally recognized. A
general guideline is to keep the icon
as simple and bold as graphically
possible.
connector types user interface icons
usb
phonejack/RJ11 usb usb power alert HPNA network
e
ethernet
web/connected ethernet LAN
m
to world/WAN alternate

20. Labels should attempt to clearly communicate the various
connector types and functionality of the home network.
They may help educate as well as enhance the setup
experience. Given the engineering constraints of connector
location in some instances, the graphic design of labels
should be able to be adaptable to various spacial
constraints as well as manufacturing and cost constraints.
Consistency of look & feel can be maintained by using
bold colors and icons with simple geometric shapes.
Colors should be aligned where applicable with PC99
labels standards.
Given that the home networking
arena is still in its infancy and that it
is still very confusing to the majority
of consumers, it is critical that clear
communication and positive mental
models are established regarding
setup and configuration.
One way to help the consumer
example of DSL back panel
understand the installation of their
home network is to establish an
intuitive labeling system that clearly
differentiates the various functions,
connections, and realationships
between devices.
m

21. example of gateway panel
serial
Internet input In-home connections
Secure area
m

22. Setup Wiring
• Interactive setup guides • Support products, like clever cable
• Well designed setup charts organizers or cable ‘turtles’, that add
• Color coded, clear cabling to customer delight
• Preconfigured or modular base • Clear informatin on wiring rules
sytems designed around most and ‘black magic’
common entry scenarios • Color coding has been a proven
• Easy to understand network success
diagnostic system • Color coded, icon based wiring
• Smart system which communicates stickies that allow for identifying wire
directly with 3Com regarding identity at far end from devices.
problems with your desired • Possible “less wire” solutions like
configuration integrating hubs and powerstrips or
User more ‘lego’ like architectures
Themes
In an effort to make home
networking more consumer-
friendly the following features,
areas, and themes have been
identified as opportunities.
Current products address few if
any of these areas.
Connections Interaction
• Products should metaphorically • Most people don’t care about
communicate what they are doing. interacting with the network, they
Consider hubs that resemble just want it to work. If it doesn’t
branches, or readouts that visually then they want to know where the
communicate the ‘network’ better problem is occuring.
• Clearly differentiate between • Falgship products, such as
various ports... input, output, power, gateways, may have features such
etc. as PCMCIA slots or USB peripheral
• Color code cables to represent ports. These should be easily
different functions accessed
• An on-screen network monitor
would greatly benefit diagnostics,
and may appeal to people
concerned with kids’ use of the
internet, etc.
m

23. Communication Icons Naming Environment
• Subtle LEDS with intuitive icon • The average consumer will be • For techno-savvy people, the • HomeConnect products are for the
markings are the most useful to the intimidated by a multitude of techy standard office naming of the home and thus need to reflect or
average consumer especially at a acronyms. infrastructure devices may be fine fit their environment appropriately.
quick glance or distance. • Icons are better than acronyms but for the average consumer they • Things ranging from a friendly
• More detailed information could communicating content. are very confusing. Names such as electronic aesthetic to a more
be displayed on a LCD or on the • Even with new and unfamiliar icons, “gateway” are not bad but others housewares-like look may be more
computer screen. people learn to associate meanings make no sense. appealing to the consumer.
• Decide on a distinct type of LED with pictures faster than letters. • Successful naming contributes to • People may want to either hide,
blinking, pulsing or timing that • Icons should reflect the personality the user;s conceptual model of display, mount, etc these devices. A
communicates quickly what is of the overall product line. They network functionality. flexible design should accomodate
happening should be considered along with these varying needs.
• Nicely designed audible tones are the aesthetic of the product to
popular within reason provide a wholistic image.
Upgradeability Modularity Always on Added Value Products
• People tend to buy cheap with the • Case designs which accomodate • Similar to the added-value • By focusing on a handful of added-
thought that something better is on a flexible and quickly changing future products, there is an opportunity to value products which truly utilize the
the horizon. A “truly believable” for HomeConnect will allow 3Com offer content which utilizes the home network, 3Com could spark
upgradeable solution/story may to respond faster to markert needs. always on connection and home interest in the market, helping them
appeal to the consumer over Sharing cases, within reason (as long network that would compel to establish themselves as a presence
competitive products and transition as it does not impact the user’s consumers to venture into in the Digital Home marketplace and
them from the “cheap and needs and is appropriate), reduces HomeConnect earlier than later. compel people to get connected
disposable” mindset. tooling budgets and further inforces earlier rather than later.
consistency. The key is executing • For example... network smart alarm
those few cases at a high level of clocks, open ports that allow quick
quality and flexibility. web access, internet phones, Tivo
type devices, network photo albums
with thin clients, etc...
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24. project commissioning client
dean c. brady - 3Com 3Com
3800 Golf Road
Rolling Meadows, IL 60008
design direction
scott wilson - IDEO chicago tel: [847] 262.5000
www.3com.com
contributing designers
IDEO chicago design studio
scott wilson consultant
marty thaler IDEO Chicago
kuen chang 630 Davis Street
jerry o’leary Evanston, IL 60201
kuoyong huang tel: [847] 425.6000
dickon isaacs www.ideo.com
graphic design
scott wilson
3D modeling
jerry o’leary
scott wilson
m