Challenge:
Becton Dickinson Biosciences was working toward introducing the first of a planned product line. The company engaged Forma to design the device to increase their brand presence in the labware market. “Sleek” and “precise” were the watchwords for the aesthetic.

Innovative Thinking

• We identified the visual elements that communicate the feeling of sleekness and precision in a product. For example, some of the elements that characterize sleekness are: smooth, glossy surface finish; the use of elegant curves and surfaces; large areas free of visual detail. Precision is characterized by the use of thin lines, fine details, crisp edges, and tight tolerances/fit.
• We developed many concepts that combined these identified visual elements in various ways and in various forms.
  
  Results:
  The final solution combines subtly curved surfaces with a glossy white finish. The sides of the form are stepped in, which makes the product feel slimmer and taller. Edges are well-defined. The product design provides BD Biosciences with a distinctive appearance upon which they can build their brand.