These printers operate under a different business model. Consumers pay more initially for the printer, but gain access to lower cost, higher capacity supplies. Deskjet Ink Advantage printers are for Emerging Market consumers who want lower cost of ownership, embrace and like technology, and are willing to experiment and try new things.
The Deskjet Ink Advantage printer designs use color, in-mold decoration (IMD), and graphics to effectively communicate the added value over the standard product to the consumer. These printers are sold at an increased cost over the standard products, so it is important to help consumers understand that they offer additional value.
Ink Advantage printers highly leverage and re-use the designs of the standard Deskjet printers. The challenge was to take advantage of this leverage and re-use but create visual differentiation that conveys premium attributes. Design elements such as the scan lid and topcase were selected based on the magnitude of impact they could create and level of eco-efficiency.
While this model may be attractive to many consumers, the added features are all internal to the product and are not visible to the customer in the retail environment. The role of design is to help customers visually detect that the Ink Advantage printers are more premium and to discover the features that make them so.