HP is increasing the role of design in its products in an effort to increase customer loyalty, ease of use and innovation.
The company is developing so-called 'archetype' designs for each of its product segments ranging from printers to blade servers.
The archetypes will ensure that products are easily recognised as part of the HP brand regardless of the model number. They also allow the company to introduce innovations that make devices easier to use.
"The reason you get in a rental car and drive away within 12 seconds is because you know where the steering wheel and pedals are. There is no reason why HP shouldn't be doing that across all its products," Sam Lucente, HP's vice president of design, said in a meeting with reporters in San Francisco.
"Each of the business groups creates great performing laser printers, but there is no overall way to tie it all together."
HP has developed a universal menu control button, for instance, that features a 'back' button. Shaped like the letter 'Q', HP refers to the feature as the " Q-control". It is set to appear on a slew of HP devices including remote controls, printers and digital cameras.
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