The Hewlett Packard 3770 is a simple desktop scanner intended for home and small business use. The white “bowl” frame, contrasting with the black, helps to attract visual attention and breaks up the perceived mass. The minimal footprint, breaks up the thickness and further enhances the bowl effect. The measuring marks on the side of the scanning area provide an instrumental look. And the innovative layering effect of the clear lid attracts potential buyers at retail locations. HP’s business has significantly improved at the $79 price point due to the “high-impact” design and visual appeal.

Contact: Melinda Lawson,
Pentagram Design / SF, USA,
415.896.0499,
[email protected]

Credit: Pentagram Design; Gecko Design; Hewlett-Packard