Yamamoto: Before starting the design of the Apeos series products, we conducted research in five cities around the world. Specifically, we interviewed people who works in diverse ways overseas and conducted a multifaceted examination of what the future design of multifunction printers should look like. What left a particularly strong impression during the research was how often we encountered comments like, “I didn’t know multifunction printers can do more than just copy or print—for example, they even support connections to cloud services.” Based on this experience, we strongly believe that we should design the exterior design so that the message, "Fujifilm's multifunction printers can support diverse workstyles" is communicated to our customers. Born from this idea is the "simple and sleek silhouette." The appearance of conventional multifunction printers until now has been characterized by a shape where various components, such as printing and scanning units were stacked together like blocks. We redesigned the traditional, multifunction printer-like silhouette by minimizing surface irregularities as much as possible, creating a unified form that makes the entire device appear as a single, cohesive unit—this is the design approach we took with the Apeos series. Through this simple silhouette, we express the idea that “multifunction printers can serve as capable assistants to people working in diverse styles.”
In addition, the exterior design of the Apeos series also embodies another core idea of ours. That idea is to create a product that “seamlessly fits into today’s increasingly diverse office environments.” Through research conducted overseas, we discovered that many organizations are striving to optimize their office environments to foster employee creativity. With the diversification of how people work, the places and structures of organizations have also become more flexible. No matter where a multifunction printer is placed in an office, we wanted it to harmonize with the space and feel like a fitting presence near the people working there. To achieve this, we collaborated with overseas design firms, including one based in Europe, and carefully considered every detail of the design.

The coloring of the control knobs, lever handles, and other operational components inside the main unit was designed with consideration for various lighting environments, ensuring visibility even in dark places. Through repeated color adjustments and usability testing, we have refined the design to a color that clearly indicates the areas to be operated at a glance.

Yamamoto: The internal colors of the machine are designed with the goal of ensuring that “anyone, in any environment, can operate it without hesitation.” To achieve this, colors are assigned to different functions, such as replacing consumables or refilling paper trays. Since multifunction printers are sometimes installed in environments where lighting is limited due to customers’ circumstances, we focused on using colors that are easy to see even in dim areas. Additionally, we have chosen colors that are easy to distinguish for people who may have difficulty with color perception. We believe that achieving the right colors for the intended purpose is also an important aspect of design.

Yamamoto: What’s essential in designing any product is understanding how users perceive its presence. In the design of the Apeos series, we aimed to design sound and light that encourage our multifunction printers to be a presence that comfortably embraces the people in the same space, but not a source of noise. One of the reasons was receiving feedback from a customer using an old model, who said, “I find the error sound emitted by the multifunction printer to be uncomfortable.” We took this customer’s feedback to heart and worked on designing a sound that is pleasant to hear and naturally attracts the attention of those who hear it. In a multifunction printer, the sounds heard when the user is operating the control panel and the sounds heard when an error occurs serve different purposes. The former is a feedback sound that only the operator can recognize, while the latter is a sound that informs those around the machine about its status. Considering the role of each sound, we make detailed adjustments not only in volume but also in sound quality. The design idea was inspired by the attention sound heard when cabin attendants make announcements on a passenger airplane. When that sound is heard, passengers feel that “there must be an announcement” and pay attention. However, if they are asleep, the sound does not disturb them. In the case of multifunction printers placed in offices, we thoroughly pursued a sound that aligns with the purpose and role of notifications, without disturbing people's work.
Similarly, the light was designed in a way that makes it easy to recognize from a distance, distinguishing between lights that communicate actions like authentication or output completion, and lights that signal errors or alerts.

Yamamoto: The Fujifilm's design philosophy is to sincerely translate people’s unspoken feelings into design. What is important in the role of a designer is to empathize with users and provide value through design. Through user interviews and observations of how the product is used, we identify users' “unspoken feelings.” Then, through discussions and careful consideration, we provide the optimal design as the value of the product or service. Additionally, collaboration with the mechanical engineers is essential in that process. Carefully explaining the design intent and refining the product into a better version while gaining understanding of the engineers is also a key responsibility of the designer.

Yamamoto: The multifunction printers were newly added to the Fujifilm brand’s diverse product portfolio in 2021. We work closely with Fujifilm's other design teams, including those responsible for cameras and medical equipment, to ensure that our multifunction printers and other Fujifilm products maintain a consistent look and convey the “Fujifilm essence” when displayed together. ‘The 'Fujifilm essence' is cultivated through a deep understanding of the environment in which a product is used, combined with careful consideration and optimization of its usability. We believe that one of the values we can offer is that users can feel the 'Fujifilm essence' in every Fujifilm brand's product.