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INSTRUMENTATION • ELECTRONICS


dashboard of the future. Tis will be entirely interactive, sleek and stylish. In the same vein, motorbike manufacturers are demanding circular displays, to replace the classic instrument cluster on a motorbike that has generally been circular in design. Designers are looking to replace these mechanical gauges with circular TFT displays that are not only impressive, but also robust. Tese displays don’t have the benefit of being kept safe, dry and warm, enclosed within a car surround, therefore when Anders is to consult on this type of project, it must take into account temperatures, from the extreme cold to the extreme heat, rainwater, and readability in direct sunlight Te smart home, the Internet of


Tings (IoT) and connected devices are a major driving force and have led to an explosion of customers coming to Anders to learn how they can transition their product design from mechanical panels to displays. Some white goods manufacturers favour circular controls, and naturally, the OEM doesn’t necessarily want to deviate away from its original product design too much, but it wants to move with the trend towards the simplicity benefits that touchscreen technology and displays offer. Within the white good and general household appliance market, there is a natural product evolution to circular displays. Smart meters and heating controls


follow the same pattern. Like white goods, there is now a need for these functional


products to not only be fit for function, but also to look good in the home environment. Te smart OEM is the one that listens to its target market and designs its product to be aesthetically pleasing and aspirational.


And on the subject of aspirational,


that’s where a product such as Amazon Echo comes in. Amazon has differentiated itself in the market by implementing a circular display. It has perfectly positioned the Echo as a must-have, ‘keeping up with the Jones’s’ type of product through very clever, very stylish product design, but at the heart of it is the circular display. Tere are a number of reasons for choosing circular displays, but the most common reasons that Anders is being asked to consult on circular displays is to help the OEM to: differentiate its brand via design; position its brand as a premium brand, to ensure it becomes a lifestyle choice; and to maintain the brand’s identity, equity and integrity (if a circular display has always been part of its product design, to future-proof consumer engagement it is switching out mechanical gauges and replacing them with circular displays). Ultimately, the advice for product designer engineers considering this compelling trend is simply, ‘don’t be square, when you can have a circle display’.


The consumer sector finds circular displays compelling


Automotive applications are ideal for these displays


26 www.engineerlive.com


Mike Logan is Displays and Input Technologies manager at Anders. www.andersdx.com


Smart meter featuring a circular display


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