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Product Hierarchy 

The Product Ranges

Design Principle

Value Range

Summary

Product hierarchy and model ranges offer different entry/ purchase levels, enabling different products to address varying market and customer needs. As such, each range should innately visually express the corresponding perceived values and qualities sought to align expectations of users and customers.

The following section provides high level guidance on how to approach defining design languages for the different tiers of Radiology devices.

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The Product Ranges

Two basic ranges are generally adopted for Radiology devices:

• Premium Range. Focuses on innovation, state-of-art technology and full features
• Value Range. Focuses on minimizing cost

Both ranges should share a common design lineage and follow the same core design language as outlined in all other sections of the design guidance. Each range has a slight emphasis on different messages and product attributes.

These differing attributes are conveyed by purposeful variations in applying the use of color, materials, finishes, shapes and design details.

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Design Principles

Premium Range 

The Premium Range offers clinical, functional and device superiority, cutting edge technologies and high-level automation. High efficiency and performance are expected from this range. 

Shape, Form & Design Details

Follow the guidance for defining shapes, forms, and surfaces. See:

Shapes, Forms & Surfaces

In addition, for the Premium range: 

• Shapes adopted can be more angular/ sharp and less rounded when compared to a Value range device, to emphasize a ‘machine’ or ‘man-made’ aesthetic to enhance the sense of performance & efficiency.
• A slightly greater degree of visual complexity can be used with more intricate design detailing to further heighten the sense of high-quality engineering & performance.

Color, Materials & Finishes

Follow the guidance in the Color, and the Materials & Finishes sections. See:

Color

Materials & Finishes

• A presence of metallic silver (instead of light grey) for key features should be afforded on a Premium Radiology device. When used purposefully on handles and trims, this will convey a sense of Technology and Innovation of the Premium device.
• A higher presence of metal and metallic finishes may be used to elevate perceived quality of the Premium device.

Lighting

Follow the guidance on the application of lighting in the User Interaction section. See: 

Use of Lighting

In addition:

• Both functional and mood lighting should be offered in Premium devices. 
• Premium devices offer customizable lighting options to enable more functionality in tailoring mood and ambience to use environments.

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Value Range

The Value range offers a low device cost entry option. Focused on offering basic/ core functions, more manual and is more accessible with no compromises to safety or quality. 

Shapes, Forms & Surfaces

Follow the guidance for defining shapes, forms, and surfaces. See:

Shapes, Forms & Surfaces

In addition, for the Value range: 

• Shapes and forms adopted can be softer and rounder to convey an added sense of approachability and therefore accessibility. 
• Volumes where possible should be reduced further to convey a perceived lightness.
• Surfaces and design details should have function in mind and pared back. Avoid unnecessary stylistic treatments and embellishments. 

Color, Materials & Finishes

Follow the guidance in the Color, and the Materials & Finishes sections. See:

Color

Materials & Finishes

• A minimal presence or absence of metallic silver color should be adopted. 
• Consider replacing highlight features with opaque grey colors and tones to reduce the emphasis on Technology and Innovation and increase visual differentiation with the Premium range.
• A minimal presence or absence of exposed metal and metallic finishes should be adopted.

Lighting

Follow the guidance on the application of lighting in User Interaction section.

Use of Lighting

• Core functional lighting may be offered. 
• No customizable lighting options should be offered.

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Summary

	Premium range	Value Range
Shape, Form & Design	Adopt more angular shapes Adopt a higher level of visual detail and complexity	Adopt softer, rounded shapes Adopt a low level of visual detail and complexity with details pared back Reduce visual volume to convey a perceived lightness.
Color	Adopt metallic accents to convey a quality of technology & innovation	Minimize metallic accents. Adopt opaque white, grey colors and tones in replacement of metallic silver and highlight colors.
Materials & Finishes	A higher presence of metal and metallic finishes may be used to elevate perceived quality	Minimize use of exposed metal and metallic finishes.
Lighting	Both functional and mood lighting should be offered in Premium devices.  Premium devices offer customizable lighting options to enable more functionality in tailoring mood and ambience to use environments.	Core functional lighting may be offered.  No customizable lighting options should be offered.

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