KEF BRAND DECODING What they do: KEF are an audio Who are they linked with: such Their History: KEF was founded in production company who wish to companies like ‘audioDOCTOR’ who 1961 and was initially headquartered in deliver music to their customers in the a re a n o t h e r c o m p a n y w h o a re a Nissen Hut on the premises of Kent most natural way they can, they supply passionate when it comes to quality in Engineering & Foundry (from where the a wide range of high quality products their products and designs. They are name KEF is derived). In their ﬁrst that also have a highly aesthetically also linked with such companies as the products for the ﬁrst few years the pleasing design which makes KEF stand out from other competing brands. car manufacture Aston Martin. speakers where formed with the K1 series bass driver, however in todays What they make and what it costs: market KEF have re-designed their KEF make a range of high quality drivers to create the all new ‘Q speakers and other audio products which will range in the price between series’Bass driver which gives a better £400 and up to £20000. With their quality of sound compared to their product ‘Blade’ which celebrates 50 original products. years of loudspeaker innovation with the most dramatic leap forward in Who they target as an audience: decade costing around the £20000 KEF aim to target an audience who mark prefer the ﬁner things and have a What technology they use and what passion for sound quality whilst having they can make: on some of KEF’s an in keeping fashionable design as medium size high quality speakers, like well. most people KEF will be targeting the ‘Blade’ they use a 50-400W is the high class people who are Ampliﬁer with a 40Hz - 35kHz prepared to pay that bit extra for that Frequency response. With these extra quality of sound. requirements this allows them to make Their brand and image: KEF’s brand a high quality and durable speaker that image is all about quality and will last. innovation, KEF bring together sound quality and design together to make KEF BRAND DECODING high end products in their market. theAUDIO PRODUCT DECODING image themselves as being stylish and TASK ANALYSIS BRIEF thorough with their products so none INITIAL SPECIFICATION are short of top quality, but with this TARGET MARKET design and quality their is a price to LINKS-FX pay.
AUDIO PRODUCT DECODING KEF BRAND DECODING How it will work: When the electrical The frequency and amplitude of this wave, which Drivers have components such as the current ﬂowing through the voice coil represents the original sound wave, dictates the diaphragm which is the skeleton of the changes direction, the coils polar rate and distance that the voice coil moves. This, speaker, the voice coil which projects orientation reverses. This changes the in turn, determines the frequency and amplitude the sound waves that comes out from magnetic forces between the voice coil of the sound waves produced by the diaphragm. the driver cone. and the permanent magnet, moving the Different driver sizes are better suited for certain coil and attached diaphragm back and frequency ranges. For this reason, loudspeaker forth. The electromagnet is positioned in units typically divide a wide frequency range a constant magnetic ﬁeld created by a among multiple drivers. permanent magnet. These two magnets, the electromagnet and the permanent magnet interact with each other as any two magnets do. The positive end of the electromagnet is attracted to the negative pole of the permanent magnetic ﬁeld, and the negative pole of the electromagnet is repelled by the permanent magnets negative pole. When the electromagnets polar orientation switches, so does the Crossover: A crossover takes the direction of repulsion and attraction. In incoming signal from an mp3, DVD or this way, the alter nating current other audio device and separates the constantly reverses the magnetic forces signal into the different frequency between the voice coil and the ranges, then once this is done the permanent magnet. This pushes the coil different frequencies are then send to back and forth rapidly, like a piston. their appropriate driver, this helps the When the coil moves, it pushes and pulls sounds quality when being played. on the speaker cone. This vibrates the air Component parts: in front of the speaker, creating sound Driver: A driver is software that is usually waves. The electrical audio signal can provided by the hardware maker, this links the also be interpreted as a wave. software input to the hardware to produce the sound. There are different types of drivers that are KEF BRAND DECODING used for speciﬁc jobs for example there areAUDIO PRODUCT DECODING ‘Subwoofers’ for very low frequency sound, TASK ANALYSIS ‘Woofers’ for low frequency and ‘Tweeters’ for BRIEF high pitched frequency sound, all of these give a INITIAL SPECIFICATION much better sound quality for their speciﬁc uses TARGET MARKET LINKS-FX rather than using one speaker for all.
AUDIO PRODUCT DECODING KEF BRAND DECODING Speakers: Speakers produce an output of sound FOUR PRODUCTS in response to an electrical audio signal. The point of this device is purely to produce sound of a high quality and at a suitable volume for the environment Headphones: Headphones are a small its in, if the speaker does not produce enough scale of loudspeakers which are to be sound, or high quality sound it will not have an used in close range to the ear, as this impact in its environment and would be useless. device would not be as effective further This is KEF’s LS50 and its aim is to bring a away from the user. most headphones professional studio monitor have a connected wire to connect them concept into the home to an audio device, such as an mp3 and these will cost £800 player. This type of product is used for the set. mostly for personal use, so the user can listen to the music they want to while not disturbing other uses that may not want to listen. they can be stored and transported easily and like other products can be cheap but not as high in quality as other higher priced headphones. Surround Sound: surround sound allows sound and music to be ampliﬁed from a 360 degree radius, this dramatically improves the sound quality as it is not coming from just one section of a room from one speaker, but all areas. this type of product above works well if Docking: Docking stations are a set of speakers you are planning to create a home with an port where portable devices such as mp3 cinema system as the speakers can players, or mobile phones can be inserted and then be placed or mounted in all area in play the music straight from that device. the device KEF BRAND DECODING the room to give the room the best sometimes can be controlled using either a remoteAUDIO PRODUCT DECODING atmosphere possible with the best that will connect to the dock, or you can control it TASK ANALYSIS sound quality. The product above is with the buttons on the dock. in some cases the BRIEF K E F ’s T 3 0 5 S e r i e s a n d t h i s device can also be charged with the docking station INITIAL SPECIFICATION complete package comes in at as well. and on some docks you can get additional TARGET MARKET LINKS-FX £1700 to give you the best home features such as a radio and an alarm. cinema quality possible.
KEFTASK ANALYSIS BRAND DECODING Function: Safety: Materials: Looks Appealing Durable Materials Suitable Materials In-keeping Design Non-sharp Edges Cost Effective Provides Quality Sound Secure Aesthetically Pleasing To Be Used Heavy Current Image To Be Safe Non-toxic coat/paint Sourcing Materials Universal Properties Size Finishes Represent Te Brand Suitable Materials Smart Materials Environment: Aesthetics: Construction: Where Will It Go Colours How its Installed Who Will See It Shapes Materials Used Who Will Use It Materials Easy to Install Blending And Contrast Suitable Process Appealing Safety Where Are The Materials Sourced Size Size Up-keep Modern Stable Recycled Materials Relevance Features Processes Textures Product Weight Cost of Materials Scale Cost Effective KEF BRAND DECODINGAUDIO PRODUCT DECODING TASK ANALYSIS BRIEF INITIAL SPECIFICATION TARGET MARKET LINKS-FX
KEF BRAND DECODING BREIF For my brief i want to create a high quality docking station with a contemporary design, this will be designed for KEF ,this product will be affordable for people that do not have a spare £1000 to spend on a speaker system, reducing the overall price of the product should not reduced the product in quality and can be placed in any room and make an impression with the quality of the sound it produces. I want the speakers to be able to be connected to the dock as i think i will be able to make a design where the connecting wires will not be getting in the way of anything and causing disruption. also i want to incorporate wood into the design somewhere as well KEF BRAND DECODINGAUDIO PRODUCT DECODING TASK ANALYSIS BRIEF INITIAL SPECIFICATION TARGET MARKET LINKS-FX
KEF BRAND DECODING INITIAL SPECIFICATION Aesthetics: I want to design the speaker to be appealing and to represent the brand with its style and design. To achieve this i want my design to have a high quality ﬁnnish so it looks like a high quality product, makes an impression and represents the brand well. to achieve this with the design i can use a range of materials, colours and textures to give it that unique look and style. Cost: As KEF design high quality products the price you normally have to pay is high as well. So for my design i want to range the price for £200-£500 so it is a bit more affordable that some of their other products, however i dont want the price to affect the quality that goes into the build quality and the components that go in to make the product. Customer: The type of customer i will be targeting will be someone aged between 18-30 who want something in their room that allows them to play their music with the highest quality possible and straight from their mp3 device. These people will be prepared to pay that bit extra for the higher quality and aesthetically pleasing design. Environment: The environment my product will be used in is in any area of a household that wants music to be played in. mainly i would see this product being used in someones bedroom as it would be the most ﬁtting for this product. i want the product to be small enough so it does not cause a space disruption in any of the environments people choose to put it in. Size: The size of my product is a great importance as it needs to be a suitable size so it can be comfortably used in any space in a house someone wants to use it in without being to big and bulky taking up room. Also the product shouldnt be so small that it doesnt produce enough sound and when the volume is increased the sound quality is affected. It will also need to be noticed and make an impression. Safety: To make my product safe i take care in what materials i choose to make my product, avoiding anything that would end up making the product unsafe. these could include avoiding things like toxic paints, coatings or ﬁnishes, and using durable materials and wires so it is unlikely to break if it is dropped or pressure is applied to it. Function: The function of my design is to impress anyone who sees or uses it, both aesthetically with the design but also with the way the sound quality is produced. It should give a good ﬁrst impression when people listen to the quality of sound it plays for the ﬁrst time. KEF BRAND DECODINGAUDIO PRODUCT DECODING Materials: A Material i would like to use in my product is a sturdy plastic as this will keep the TASK ANALYSIS internal structure safe and prevent it form being damaged easily, also the plastic can be BRIEF coloured and shaped easily to give it an aesthetically pleasing look. To give my product a natural INITIAL SPECIFICATION TARGET MARKET look i might use wood like Oak or teak somewhere in the design as this will appeal to some LINKS-FX people because of he quality and it looks natural and will ﬁt in with other designs and environments.
KEF BRANDMARKET TARGET DECODINGTo deﬁne my target market i will have to look at different ages, style views and considering if these people will be able to afford itas it would be pointless for me to create a design for teenagers aged between 15 and 18 and then making the price of theproduct way out of their budget as this age group probably do not have a job that will pay well enough to afford this.PRICE/AFFORDABILITY:As i have made the price range of my product between £200-£500 i will aim to target theages between 18-30. The reason of targeting this age group is that the products pricerange will become to be affordable for people 18 and upwards with jobs, the reason fornot targeting younger people is this could be out of their price range, however in somecases they may not have jobs but could still afford this if their parents payed for it sothis product can be suitable for people a few years younger. At this age people tendto have more social events so this will be a product that will appeal and be useful asit can connect to their devices to play personalised music.AGE:The reason i have chosen to stop my target markets age at 30 is because at thatage people tend to focus on other parts of life and may not see the point ofspending £500 on a speaker that could be spent on something that would bemore useful to them however some people at that age may be an exception.GENDER:My product will not be speciﬁcally tailored to one gender as i want my product to beneutral so it can appeal to more people, i am not using a speciﬁc design that willappeal to either or. KEF BRAND DECODING In conclusion to this my target market will be any gender of peopleAUDIO PRODUCT DECODING aged between 18-30 who are looking for the best quality sound TASK ANALYSIS but for an affordable price. These people are also looking for style BRIEF INITIAL SPECIFICATION as well as performance as they want their design to make an TARGET MARKET impact on image as well as sound, so wherever this product is placed in LINKS-FX their house people will know its a high quality product.
KEF BRAND DECODING LINKS-FX LOGICAL: A logical use for a speaker would be that they could be playing at some occasions. Speakers would need to be safe as they compatible with other pieces of technology like computers or would not be able to be sold or they could break easily if dangerous televisions as this would be a useful feature as it can be used as a wires were not properly concealed or covered, also the speaker would surround sound system. Another logical use for a speaker would be need to be compatible with other devices like, Mp3 players, TV’s and it should be able to adapt to all the different frequencies, so there is other devices. always high quality sound being played and it can amplify the KEEP: Components on a speaker i want to keep would be the driver sound to create an environment. It should be able to be easily as this is the part of the speaker that creates the sound and the controlled with a device so it is not too difﬁcult to operate. It should speaker would not function without the driver, i would also need to be able to stand by itself and be stable so i doest fall over easily keep the housing for the driver and other speaker components as it when nocked, or it should be able to be secured so it cant move. would not be secured in a ﬁxed position without it. I am also going to ILLOGICAL: Sometimes people use products for something they are keep the quality of materials as i think this is important to keep for as not intentionally designed to be used for, an illogical use for a speaker KEF use high quality materials in all there products. would be for someone to put a drink’s glass on top of as it was not SCRAP: Parts on the speaker i would want to scrap are like excess speciﬁcally designed for. If the speaker is big enough the user could weight as it is not needed and would be a useless feature to keep. If use the speaker as a seat, this is not a logical use as the excess weight the speaker has a controller it would then not need all of the same controls on the device, or something like a screen displaying the song put on it could damage the speaker. Using the speakers too loudly is name and other futures, the only useful ones would be on-off and the an illogical use as it would distort the sound and quality would be volume controls. reduced, also this would damage the speaker. It would not be logical to FORM/FUNCTION: The speaker should have a balance of form/ place the speaker in an area where the sound would be obstructed, function so it is aesthetically pleasing and so it produces high quality places like behind a sofa, as the sound produced would not be as sound. For function the speaker should be able to produce sound that clear. does not get distorted, the speaker should be able to play all types of NEED: Some things a speaker would need to be able to do is create pitches of music and keep the quality. The speaker should also be able sound, because if a speaker could not create sound it would be to adapt to other devices and play sound from these devices without pointless as that is its main purpose. Another the distortion of quality. need for a speaker would be to have an on-off X-FACTOR: Features my speaker could have to give it an X-factor button so it can be stopped whenever, also it would be it could be able to connect to various multi media devices doesnt needlessly waste power. A speaker and play sound for them, also if the speaker could connect to these would need to have devices with bluetooth, eliminating the need to use cables as this some sort of volume would be convenient for the user as it would allow easy connection and KEF BRAND DECODING control so the volume less manual work to connect them. For the aesthetics of my speaker toAUDIO PRODUCT DECODING can be changed if its have an X-factor look about it i could use a range of modern materials TASK ANALYSIS needs to be because and expensive materials, like carbon ﬁbre so it makes it light and look BRIEF it may not be suitable aesthetically pleasing at the same time. INITIAL SPECIFICATION to have loud music TARGET MARKET LINKS-FX
ENVIRONMENTAL SNAPSHOT KEF BRAND DECODINGPRIMARY RESEARCH The design of my speaker will be based around the inﬂuence of these types of environments so that when i come to create my speaker the design will be able to ﬁt into place in any one of these environments. the type of style i will be looking to create my speaker for is a contemporary style, which all of these three environments are. i have chose a contemporary design for my speaker as i think this will appeal to a wide audience and the design will be able to comfortably ﬁt into most peoples homes. in these environments i would want the speaker to be placed around the side of the area so it is not the centre of attention straight away, however i want the speaker to be versatile and the correct size so it can be moved around to ﬁt the users wants and needs. i would want it around the side of the environment so i can be noticed and admired where the user discovers the high quality sound and then the see the aesthetically pleasing design.ENVIRONMENTAL SNAPSHOT EXISTING DESIGN ANALYSIS PRODUCT DISASSEMBLE KEF AND COMPETITIVE COMPANIES QUESTIONNAIRE
EXISTING DESIGN ANALYSIS KEF BRAND DECODING This product is called the ‘Ovator S-800’, this speaker is a loudspeaker created byPRIMARY RESEARCH This product is the ‘Altec Naim. The aesthetics of this are beautiful and stand out very well with the contrast of Lansing IM600’ Docking the wood and the metal frame design. as this product is top quality and priced Station, this product can be controlled using the included around the £27,000 mark the main target audience they would be looking to sell this remote or on the device itself, this product also has a feature to would be wealthy companies that need that quality sound, or wealthy home where you can tune it into a radio station. The aesthetics of owners who want the best quality in their home. the environment this would be used this design are relatively simplistic as it has no intricate on is a stage where music needs to be played loudly as this product will not be well shapes just a Port for the device to sit on and then it has a sited to a small living area as the speaker is backboard where the speakers are embedded. The very large and would be very overwhelming audience Altec would be targeting are middle aged people and space consuming. this speaker could working at an average wage as the product ranges from be potentially hazardous if it where to fall around £110 which is affordable for someone in their over as it is large but the base looks sturdy position who just wants a docking station to use now and as it is made from metal and will probably then. The environment this would likely be put in would be be very durable. ﬁnally the function of this areas like a bedroom or living room, somewhere where product would be to create an atmosphere people will be spending allot of time and would prefer music so it has an impact on the people that will to be playing, however this would more likely be used in a be listening to the music. bedroom as this device is not very large and quite small in comparison to other devices on the market it would be best suited to someones bedroom where it can make more of an This product is called the X Mini by X-Mi and it is a impact. The design of this product looks relatively safe as it portable speaker that can be connected to an mp3 does not look like it will fall over very easily, there are no device to enhance the volume and quality of the external wires which could possibly be damaged and there are no sharp edges which is made from a durable plastic. sound. The overall aesthetics of this product are The function of this product is to be able to entertain people quite appealing as its a simple design which is with its good sound quality, the main materials used in this effective. the target market for this product would be docking station are plastic as this forms the basic outer young people who will be active and want shell, also having an LCD screen on the front displaying something to enhance the volume of their music, radio frequencies. the overall conclusion i have for this this will also be a suitable product for a young person as it is quite cheap product is that its a cheap way to listen to your personalised at around £15. the suitable environment that this product would be music with a anywhere as this is a very versatile product and can be taken anywhere as basic design it can ﬁt anywhere. this size of this product is very small and it is smallerENVIRONMENTAL SNAPSHOT which can ﬁtEXISTING DESIGN ANALYSIS into most than most of the devices it can be used with. this product is a safe PRODUCT DISASSEMBLE environments product as it has no sharp edges or not long wires to get caught around KEF AND COMPETITIVE COMPANIES in the average things, the function of this product is to enhance the volume and quality of QUESTIONNAIRE person home. the device its used with. ﬁnally the main material used in this product is plastic and it make its a durable product that
PRODUCT DISASSEMBLY KEF BRAND DECODING To start my product disassembly i opened thePRIMARY RESEARCH centre part of the speaker to ﬁnd an access point so i could start my disassembly, when doing this i found 4 small screws in the inner case which were simple to remove. Once i did this the bottom part of the speaker gave way and opened up the centre of the speaker, this split the speaker into 3 parts, this consisted of a bottom panel and a centre panel which protected and This housed the circuit board, then the top housing which held the speakers driver is the and the bass enhancing tube. On the circuit board there was 4 of the external speaker i will be disassembling for my components connected, these consisted of the volume control wheel, which was research it is called the X-MINI connected to the perimeter of the circuit board for easy access, the power designed by X-MI. I chose this device switch, also on the perimeter, the charging port where the USB charger can be to disassemble as it has a simple connected and the 3.5mm jack which connects to the device you choose to use design but an effective outcome as for the speaker with. Also connected to the circuit board was the rechargeable its size it produces a respective battery which was quite large compered to the device itself. amount of sound, this speaker has a feature where by you can turn it a few millimetres in a direction to split it open, the point of this is that it adds more bass to the music. It is a portable 1: Volume Control speaker that can be charged using a 2 2: USB Charger 1 USB port, which when fully charged 3: Power Switch can last a few 3 4: Rechargeable Battery hours and whenENVIRONMENTAL SNAPSHOT 4 5: 3.5mm Jack EXISTING DESIGN ANALYSIS its low on battery PRODUCT DISASSEMBLE KEF AND COMPETITIVE it has a light 5 COMPANIES indicator. QUESTIONNAIRE
KEF AND COMPETITIVE COMPANIES KEF BRAND DECODING HIGH PRICE This is thePRIMARY RESEARCH This itishas a mixture and KEF’s Blade ‘SoundDock’ of qualities as the by BOSE and it is one of bose’s function is very impressive with its single apparent most high quality docking stations, source, which makes the sound you are listening to its initially created for an iphone/ become much clearer. The Blade also has a stunning ipod but also features a bluetooth design and is just beautiful to look at, also with this connection for wireless connection product coming in a range of colours and ﬁnishes. the and has a remote for controlling the blade was a small breakthrough for the company as device. This product would be designed for home they managed to create an acoustically efﬁcient entertainment use, it uses a waveguide system to produce the best enclosure for a large speaker which then allows it to sound possible and eliminating the need to add more bulky drivers produce the best sound quality possible, this was the to improve the sound quality. it has a price of £499 and this is not ﬁrst of its kind and put other existing loudspeakers to cheap for a docking station, however you are getting allot of quality shame. in this page i struggled to decide where to put for your money with the performance it produces. like most os this as it has both stunning functional and design BOSE’s designs they have kept it simple and not over focused on qualities, but with a price tag of £20000 it would surely the design aspect, which i like as then the user can focus and be at the top of prices. appreciate the sound it creates rather than the aesthetics of the AESTHETICS speaker. This is the KEF ‘X300A’ and this product is a ﬁrst for KEF FUNCTION This is the ‘Fidelio’ Docking speaker by phillips, the purpose of this product is to be an aesthetically pleasing speaker thats portable and with satisfy the users with the sound quality it produces. it is a as it has been put into the new category docking station for a iphone/ipod, phillips have not specially ‘digital music solutions. This product is all designed this product with outstanding sound quality but more so a about function over the aesthetics as design that will appeal to a wide range of people. this is also each unit holds KEF’s state-of-the- reﬂected in the price as it is £70 and none of this would have been art Uni-Q driver, supported by two spent on controls or any other features as this device has none and ampliﬁers. the point of this new product from KEF is to drastically it can only be controlled with the device its being used with. i have enhance the quality of sound coming from your digital device, this placed this in the low priced range of products because its not can be connected with any digital device with a usb port. at a price expensive for a speaker of this type. its been of around £300 for each unit this product is mid priced, i would put developed to look appealing so more people this over to the function side as i think it has been created purely toENVIRONMENTAL SNAPSHOT will be tempted to buy it add to your device for the quality of sound it provides and not EXISTING DESIGN ANALYSIS and the quality is design purposes as people will prefer the sound quality over the PRODUCT DISASSEMBLE satisfactory for design of the product, also you get this impression from products KEF AND COMPETITIVE the price. created by bose as bose purely create their speakers for the quality COMPANIES of sound they produce and rarely will you see them QUESTIONNAIRE focus more on making a product look good. LOW PRICE
KEF BRAND DECODING QUESTIONNAIRE YES NOPRIMARY RESEARCH YES/NO QUESTIONS Q1 QUESTION 1: Would you want the product to have external wires showing around the outer shell of the design? 0 5 10 15 20 QUESTION 2: Would you like the the speaker to have other YES NO features as well, or just to play music? Q2 QUESTION 3: Would you pay £500 and above for a docking station? 0 3.5 7 10.5 14 QUESTION 4: Would you want the dock the be able to charge the device you are using it with? YES NO QUESTION 5: Would you want the dock to be separated from Q3 the speakers? For my questionnaire i have created 5 Yes/No questions 0 5 10 15 20 and 5 Multiple choice questions, and asked 25 people each question. these questions will help me get a better YES NO understanding of what the users of my design will want in their product, by doing this questionnaire i can remove Q4 some of the ideas i may have previously thought were good about my design to make it a better product for the user, 0 7.5 15 22.5 30 this could be as simple as what colour would you like to see on the design. i think using a YES NOENVIRONMENTAL SNAPSHOT questionnaire to get other peoples EXISTING DESIGN ANALYSIS PRODUCT DISASSEMBLE opinion rather than just your own is an Q5 KEF AND COMPETITIVE important and vital part when designing COMPANIES a product as your choices may not 0 5 10 15 20 QUESTIONNAIRE always be correct.
KEF BRAND DECODING QUESTIONNAIRE QUESTION 4: What types of colours would you like to see beingPRIMARY RESEARCH MULTIPLE CHOICE used? dull colours, vibrant colours, matt colours or other? QUESTION 1: Would you prefer a simple design, a complex design with added features or it does not matter to you? 8% 20% SIMPLE 28% 48% COMPLEX 16% DOES NOT MATTER 32% QUESTION 2: What types of material would you like to see on the product? aluminium, wood, plastic, carbon ﬁbre or other? 48% 16% 24% ALUMINIUM DULL VIBRANT WOOD MATT OTHER PLASTIC 36% 24% OTHER QUESTION 5: What size would you like the dock to be? Small, Medium or large? QUESTION 3: Where would you be using the dock? Bedroom, Front room, Kitchen or Other 24% 20% 8% 16% 28%ENVIRONMENTAL SNAPSHOT EXISTING DESIGN ANALYSIS PRODUCT DISASSEMBLE 48% 56% KEF AND COMPETITIVE COMPANIES QUESTIONNAIRE BEDROOM FRONT ROOM SMALL MEDIUM KITCHEN OTHER LARGE
KEF BRAND DECODING BRAND PROFILING Apple are one of the Bose are a wellSECONDARY RESEARCH leading brands in the world known audio that and are best known for their apple iphones. apple are a high are know for their quality in products, bose tend not to quality electronics company that are known for the highest focus on the aesthetics of their products but more on the quality and the latest technology. apple produce products from quality of sound you receive. Bose are best known for their computers and laptops to Ipads and a wide range of mp3 loudspeakers, noise-cancelling headsets and car audio devices, however for this quality there is a high quality price tag sound systems. Bose main target audience for their with their products as well. Because of this high quality loudspeakers and docks would be middle age people that reputation apple has when you see someone listening to music you can probably bet their enjoy their music and often listen to it, also for their headphones are connected to a apple ipod or loudspeakers and docks bose have a price range from iphones, apples ipods are so popular because £100-£500. one of bose ﬁrst loud speakers was of their storage capacity easy to use design and speciﬁcally designed to be placed in the corner of a room the choice of products people have to choose so the sound waves can bounce off the walls to produce from. sound quality, this goes back to bose waiting to focus on their function more so than their aesthetics as they want As well as being best known as a video camera specialist their sound quality to inﬂuence buyers, not their aesthetics. JVC also has a wide range of audio products, some of these include docking stations, loud speakers and car audio equipment. JVC try to bring aesthetics and function Beats electronics are a known brand that produce a range together with a range of home entertainment systems of electrical goods but are most famous for their ‘beats by where you can connect your mp3 dre headphones’. beats are known for bringing aesthetics device to play music of your choice. and quality hardware together, which is why they are many some of their most popular peoples choice when it comes to audio product, however products are their in car these are also quite expensive for the quality they produce. entertainment systems, these are more recently beats have used their software in computers a popular choice because of their and mobile phones, so now you are able to simplistic easy to use design and the get the best quality possible. beats audio BRAND PROFILING quality used in the products. some of also produce speakers and docks but these MOOD BOARD PRODUCT PROFILING these can cost around the £150 mark. are not their focused product as there is only a limited range.
KEF MOOD BOARD BRAND DECODINGSECONDARY RESEARCH In my mood board i have chosen a range of designs that appeal to me, some of these designs are not relevant to the speciﬁc design im looking to use, however i like the style of these designs and they can help give me inspiration to create my ﬁnal design. some of these designs are quite thin whilst still being able the deliver good audio results, this is something i will be looking at as i think it will give my product an edge as i think the design plays a big part of inﬂuencing someone to buy something, as well as the quality inside. BRAND PROFILING MOOD BOARD PRODUCT PROFILING
KEF BRANDPROFILING PRODUCT DECODINGSECONDARY RESEARCH This is the ‘soundlink’ wireless mobile speaker created by Bose, the challenge for bose was to create a speaker that was portable but did not compromise the sound quality that the company is most famous for. This was Bose’s creation a £250 wireless speaker system housing 4 drivers which uses unique, innovative technology to deliver detailed sound with substantial bass note, and with all this technology the speaker only weighs 1.3kg. this is a go anywhere speaker as it can go places where there are no power sources and manage to stay charged for 8 hours, also it is very compact with a length less than a ruler, so it is easily packed into most places. like most of bose’s designs they have kept this one simple and focused more on the internal qualities, however i think this designs simplicity works. Bose’s target market for this product would have been young people in their mid 20’s who are involved quite allot in their music but also people who like to go places where they are not able to take a traditional speaker system and would not be satisﬁed by just using a pair of headphones. I aim their target audience at that age as for a teenager this product might be slightly out of their budget as not every teenager has £250 to spend on a speaker. BRAND PROFILING MOOD BOARD PRODUCT PROFILING
FURTHER SPECIFICATION KEF BRAND DECODING Aesthetics: I want to design the speaker to be appealing and to represent the brand with its style and design. To achieve this i want my design to have a high quality ﬁnnish so it looks like a high quality product, makes an impression and represents the brand well. to achieve this with the design i can use a range of materials, colours and textures to give it that unique look and style. Cost: As KEF design high quality products the price you normally have to pay is high as well. So for my design i want to range the price for £200-£500 so it is a bit more affordable that some of their other products, however i dont want the price to affect the quality that goes into the build quality and the components that go in to make the product. Customer: The type of customer i will be targeting will be someone aged between 18-30 who want something in their room that allows them to play their music with the highest quality possible and straight from their mp3 device. These people will be prepared to pay that bit extra for the higher quality and aesthetically pleasing design. Environment: The environment my product will be used in is in any area of a household that wants music to be played in. mainly i would see this product being used in someones bedroom as it would be the most ﬁtting for this product. i want the product to be small enough so it does not cause a space disruption in any of the environments people choose to put it in. Size: The size of my product is a great importance as it needs to be a suitable size so it can be comfortably used in any space in a house someone wants to use it in without being to big and bulky taking up room. Also the product shouldnt be so small that it doesnt produce enough sound and when the volume is increased the sound quality is affected. It will also need to be noticed and make an impression. Safety: To make my product safe i take care in what materials i choose to make my product, avoiding anything that would end up making the product unsafe. these could include avoiding things like toxic paints, coatings or ﬁnishes, and using durable materials and wires so it is unlikely to break if it is dropped or pressure is applied to it. Function: The function of my design is to impress anyone who sees or uses it, both aesthetically with the design but also with the way the sound quality is produced. It should give a good ﬁrst impression when people listen to the quality of sound it plays for the ﬁrst time. KEF BRAND DECODINGAUDIO PRODUCT DECODING Materials: A Material i would like to use in my product is a sturdy plastic as this will keep the TASK ANALYSIS internal structure safe and prevent it form being damaged easily, also the plastic can be BRIEF coloured and shaped easily to give it an aesthetically pleasing look. To give my product a natural INITIAL SPECIFICATION TARGET MARKET look i might use wood like Oak or teak somewhere in the design as this will appeal to some LINKS-FX people because of he quality and it looks natural and will ﬁt in with other designs and environments.
KEF DEVELOPMENT BRAND DECODING When choosing the main wood for my housing i considered a few different types of1ST DEVELOPMENTS WALNUT wood, these consisted of Maple, Oak and Walnut. the main reason behind the choice of these three was because they are all very strong and will protect the inside Also in my development i looked at and considered the components well, compared with other woods such as pine. types of screws i would need to assemble my product together, i already knew i would want to use countersunk Maple: maple is so hard and resistant to shocks that it is often used for bowling alley screws as i wanted them to seamlessly ﬁt into place. i ﬂoors. Its diffuse evenly sized pores give the wood a ﬁne texture and even grain. MAPLE have looked into these as if i just went and used any type Oak: oak is a heavy, strong, light coloured hardwood. It is ring porous, prominent of screw i found it could probably effect me later on when rings and large pores give oak a course texture and prominent grain. assembling as the wrong type of screw could possibly spilt the wood. Walnut: walnut is strong, hard and durable, without being excessively heavy. It has excellent woodworking qualities, and takes ﬁnishes well. To connect the stand to the back panel i will use these OAK My ﬁnal decision was to use Oak as i looked at its properties and saw that it would ‘tamper proof wood screws. The reasons for me suit my design better than any of the other woods. also oak takes ﬁnishes well so i choosing this is that they are vey thin but strong as they can seal the wood to protect it further as well. are made from stainless steel and will not split the wood, they will not be able to be unscrewed as they will not need to be and they are very short so it will be very unlikely that i will damage any of the internal components by screwing too far in. To connect my front housing to the rear housing i will use these stainless chip board screws, again these screws are very thin but the thread is wide so it will securely dig in when screwed in. These are also countersunk so it will be ﬂat to the surface when screwed in, as it is made from stainless steel it also has a better look about it, more so than a screw made from steel as this would look dull and ruin the overall look of the front of my product.
KEF DEVELOPMENT BRAND DECODING when i looked1ST DEVELOPMENTS at cutting methods for this part of my project i looked at two main machines, i immediately excluded the use of saws as this would waste time and would not be as precise. One of them is this one on the right, it is a mounted jig saw machine and i looked at this as you can draw your desired shape on the wood and then go around it and you will only have to male one cut, however you will need to sand down after as you will not be able to get a straight edge as you are using your hands to control and may have to account for errors. The machine on the left is a machine saw, and is the one that i will choose as it much more accurate than the jig saw machine as it has a movable mount for accurate cutting which will cause less errors and less sanding down after to get the desired shape. also as i will need to cut two pieces it will give me the best chance of getting the same cut both times. one method to connect the middle aluminium housing to the front wooden housing would be to use 4 countersunk screws witch will be going through a pre drilled hole in the aluminium block into the wood. this would give a secure ﬁt however with the wrong screw it could split the wood or also thread the wood this would result in a hole which the thread of the screw can not grip into. Another alternative method of connecting these to components i looked at is araldite. This could be quite beneﬁcial as i would not have to worry about threading of splitting the wood and it would give me a seamless strong hold. however i would have to be accurate with this as if i did it at an off angle and had to redo it it would be difﬁcult to remove and would damage the wood and i would have to re make it. For this reason i am deciding to use the screw method as this has the least margin for error.
c KEF DEVELOPMENT BRAND DECODING1ST DEVELOPMENTSLooking back at my original design irealised there would need to besome changes made as this designwas not very stable or appealing tolook at.One of the ﬁrst things i looked atwhen re-creating my design was theangle that i wanted the speaker tosit at so the sound can be projectedas the right angle so the soundquality is projected at its best. Toﬁnd the best angle i looked at theaverage hight for people i wastargeting which i found out to be5.9ft to 6.2ft, then i measured a fewdesks and tables where i wouldexpect my design to be placed onand i averaged the hight of these tobe 80 centimetres. This lead me todecide the best angle for the speaker to be set at would be 20 degrees as this would direct the sound straight to the ears of the listener and product the best quality. once i had got the angle of The ﬁnal thing i looked at in this part of my development my design right i then was how i was going to attach the stand to the panel, i moved forward and then immediately ruled out using screws as i wanted a looked at how i would ﬁx seamless ﬁnish. i then looked at glues and adhesives as the stand into place to get this involved nothing but sticking the two together. after the stand to ﬁt ﬂush i looking at the two product properties i decided the pva would need to use a was best suited as it was specially designed for this type milling machine to of wood to wood connection as it goes into the accurately cut into the grain of the wood to correct dept so bond the two together to everything would ﬁt make a solid connection. ﬂush.
KEF DEVELOPMENT BRAND DECODING Apposed to using sandpaper on a block 3rd DESIGNS1ST DEVELOPMENTS of wood to get the brushed ﬁnish i am looking to use on my design i have chosen to use the belt sanding machine. the beneﬁts of this method are that i will be able to get an even ﬁnish and the direction of the groves made by the sand paper will be in the same direction also this will take a shorter period of time, compared with sand paper used by a person this will create uneven lines and will not look as good when the product is ﬁnished, the process of this will also take a lot longer. one disadvantage i looked at with using the belt sander is that you can make uneven groves and wear away the metal too much as the belt sander is not long enough to do the whole piece at once. i Noticed once i had ﬁnished sanding a piece of sheet aluminium with the belt sander to test the outcome, this still left some uneven areas as some where sanded more than others, to solve this i used some wire wool and carefully sanded in the same direction as the other groves to reduce the difference and make it look a lot more even, this gave a better ﬁnish apposed to not using it at all.
KEF DEVELOPMENT BRAND DECODING Aesthetics: This will be my ﬁrstSPECIFICATION CHECK 1 speciﬁcation check in my development and so far from looking back to my initial speciﬁcation i believe i have kept to what i speciﬁed. i think this as i the design i have developed s far still represents KEF’s style, also as i am choosing to use such materials as aluminium and oak in the design i have kept to this part of my speciﬁcation. Cost: cost was a thing i didnt want to go over my target in my speciﬁcation and so far in my development i think i have been quite successful as im sure i will be able to keep within the budget i speciﬁed, also the materials i have used are not that expensive but if i decide to change further on in my development this could be an issue. Customer: i think the design i have created so far will still appeal to the 16-30 age of target audience im looking to target too, i think so far the price will not put these people off as well so i am least concerned for this part of my, however if i make any expensive changes throughout the next stages of development i might need to look at a different audience. Environment: from my initial speciﬁcation for the environment of my product i think i have changed it. To begin with i speciﬁed that it should be used in a bedroom, which i still can be but mainly i would like to see this being used in the main room of a house to give an impact when people see and hears it. Size: so far in my development i have not looked or thought about changing the size of my design so it still ﬁts my initial speciﬁcation as it is not big enough so that it will have an overwhelming impact on the environment it is put in. Safety: looking back at my initial speciﬁcation i have kept to my safety factors i speciﬁed as i have not decided to use any paints, coatings or ﬁnishes with may be toxic. also as the housing is made from aluminium and oak it will be very durable and hard to break. Function: the function of my design was to wow people who saw it with its aesthetics and quality of sound. so far in my development i have looked at the aesthetics and materials more than the sound quality factors. the combination of the oak and aluminium work well together so i think i have kept to my initial speciﬁcation on function however i need to look at the audio aspect more. Materials: this is the part of my development which i think i have changed so far the most as i have decided in this part to not use plastics in my housing as they can look cheap and effect the look and quality of the design, however i have used wood in my design so that factor of my initial speciﬁcation i have kept to.
KEF DEVELOPMENT BRAND DECODING I wanted to add a control onto2ND DEVELOPMENTS my speaker to improve its usability otherwise it would only be controlled using the device it would be used with, after looking at different options i decided to make a volume control. After looking at my options and deciding a single volume wheel would be better i am now looking at what design it should be. Looking back at some of KEF’s designs i have realised they use very simple shapes that work as they are beautifully put together, with no controls on it, however i am going to keep the volume wheel design as this is also the ﬁrst dock that will be designed for KEF as they mainly design loudspeakers. to make the design ﬁt in i am going to use a bushed aluminium knob as the control for my speaker as it will work well and blend with the brushed aluminium centre housing. this is the type of hinge i will be using to secure the top of my back panel to the centre aluminium panel. i have chosen to use this apposed to using screws is that it will allow easy access and leave the design with a better ﬁnish as there will be no screws being drilled in at the top of the back panel to secure it in, this would make the design look unprofessional and not thought about. To secure the back panel closed i will use the same type of design that is use on remote battery covers, i prefer this apposed to screws as it is seamless from the outside and there are no screws shown on the outside, this also gives easy access compared with screws as you will only need to ﬂick the clip to open it.
KEF DEVELOPMENT BRAND DECODING2ND DEVELOPMENTS This is my further development to my stand, i have further developed it at i believed that the previous design would not be sturdy enough to hold the weight Dovetail: A common use for Mitre: A common use for this Dowel: A common use for this of the speaker. so to improve the strength this joint is used in furniture joint is a mirror/picture frame joint is to make beds as this of it i started looking at different types of draws, as when pulled and as it leaves a seamless ﬁnnish gives extra strength to long joints that would improve the strength pushed these are vey unlikely to it and it is very strong when beams of wood and other and durability of it. to come out of place. glued into place. materials. Some of the joints i looked at where Dovetail joints, Mitre joints and dowel joints. after looking at what normal uses these joints are usually used for i made a few models to get a better idea of what type of joint is better for this use. once i had done this i realised immediately that the dowel joint was better for my design than the other joints. this worker well with my design as it is not complex to make and it will have a seamless ﬁnish when completed, it is also very durable and when glued from the bottom and top it will not be able to move
KEF DEVELOPMENT BRAND DECODING2ND DEVELOPMENTS Looking back at the design of my main housing it didnt look very appealing, so i went on to the KEF website and looked at some of their range for inspiration. Having done this i realised that KEF normally use ‘odd’ shapes in their designs like this KEF ‘Muon’,so i looked at possible new shapes that will make my design look more appealing and suit more to the KEF image. even these KEF outdoor speakers curve off After looking at the different designs and into an angle at the back to make them shapes i came to the conclusion that i would look different. use this triangle shape, this works well with my design as it looks different than before but it has not changed so much that i had to change the design around completely. i looked at other shapes such as this circular idea but i didnt think it looked very appealing so i decided against it.
KEF DEVELOPMENT BRAND DECODING Originally my design was So people are not put off from my design as2ND DEVELOPMENTS to feature an iphone 4 they may not have then new phone and think it and previous iphone is unfair that it is speciﬁcally designed for it i connection, however now we have the newly released am going to add an Auxiliary port, this will iphone 5 and its new cable i have chosen to use the new allow other people who do not have the phone iphone connection as i think this will be a good selling point to use the speaker. This is a useful feature as as there are not many speakers on the market that have most devices have this as standard so not speciﬁcally been designed with the new iphone connection in many people will be missing out, to use this a mind. As the new phone is larger than the previous one i will cable need to be connected so i will create a need to adapt and change the position of the dock, this is separate dock for the other devices to sit in made easier as my new design has more space for it. when used.
KEF DEVELOPMENT BRAND DECODING Aesthetics: Since my last speciﬁcation check i have only looked at changing the aesthetics ofSPECIFICATION CHECK 2 my design once, this is when i looked at some of KEF’s existing designs to ﬁt their image better, doing this has not effected my speciﬁcation much as the design has been changed to look more appealing and more like some of the KEF designs. Cost: In my initial speciﬁcation i said i wanted to keep costs low so the end product would not cost a lot to buy, since the last check point i have added costs to my design, these are coming from the volume control and the Auxiliary interface for the other devices from the iphone 5. i need to reduce the amount i am spending as this will build up and will not meet my speciﬁcation. Customer: From the developments i have done to the dock to make it into an iphone 5 connection instead of the standard iphone 4 connection i believe this will appeal more to you younger ages of my speciﬁcation as younger people are more interested in the devices they have compared to the older generation. i this has changed the age group completely, but the younger people in the 16-30 age group will be more interested. Environment: In this part of my development i have not changed anything to my speaker that will change the environment it will be used in. therefore i have still met my initial speciﬁcation, i think this will be the easiest factor to keep the same as there is not much i can do to change the area it will be used in Size: I have changed the shape of the design but this has not effected the size of the design so it still meets my initial speciﬁcation, unless i have to change the design to allow more volume of sound to be produced i will not need to change the size of the design. Safety: Overall the durability of the design has improved in this stage of development as i have increased the strength of the stand as i have added a dowel joint. the only thing that could effect the safety would be the Auxiliary cable, however this will only be dangerous if used on the ﬂoor and it will not need to be used all the time. Function: In this section of my development i have not changed much to the function apart form the fact i have made it look more aesthetically pleasing, in my ﬁnal part of development i will look at methods that will allow me to produce a better quality of sound. Materials: the only thing change with materials in my design was the material i would use with the volume control otherwise i have not developed anything to do with materials in this section.
KEF DEVELOPMENT BRAND DECODING3RD DEVELOPMENTS One thing i wanted to look at To close the rear housing of my design i am going to further develop my design as i in my development was how i think it would be better to change it from the TV battery remote design to having two could improve the should quality of my speakers. when looking stainless steel screw, i am choosing to do this as it will make the structure more secure for things to enhance the quality of my speakers i found a as if nocked over the back can open and reveal the internal parts of the speaker which hollow tube called a port tube, this is used as an air intake as can be damaged, also the internal parts would rarely need to be accessed so it would this ends up producing a better quality of sound for the be pointless to use this method. This would also be difﬁcult to design and not worth speaker. Looking at other designs of speakers from KEF you the effort. If done correctly the screws will enhance the aesthetics of the design. can see this being used, demonstrated best by their classic Q I have two choices when it comes to the screw i can use, i can decide to create my series design with the port tube placed just under the driver. screws using a tapping tool as this will allow me to create the size i want or the other option is to buy in some screws which will probably look better and be more functional as they will be made from stainless steel and stronger than aluminium. This is the port tube, it is just a hollow piece of plastic which is added in to the speaker to This is the type of screw i am looking to use as it has a wide enhance the quality of sound but is not thread on it so it will grip into the wood well, it will sit ﬂush to always shown and is covered by mesh in the wood as it is countersunk and they have a wide head. some designs, however some designs use it where it can be seen. most speakers use it on the front of their designs but i will be using this on the back panel as there will not be enough room to use it on the front panel, however i want to use this in my design as i want my speaker to be functional as well as aesthetically pleasing looking at how and where i can add this into my design i started looking at other speakers and designs for inspiration as i wanted to make something better than just adding two holes in the back of my design as i thought this would spoil the design. i found this picture of a KTM super bike and i looked at the way the exhaust is designed as it is designed to be as aero dynamic as possible and is moulded in the same shape and angle as the rest of the body work. Now i have developed it so the tube port will be coming in at an angle as this will be functional but also aesthetically pleasing.
KEF DEVELOPMENT BRAND DECODING I have looked at the beneﬁts of3RD DEVELOPMENTS having a cone ﬁtted to the to the exterior of each of my speakers, and if the speakers are put at the wrong hight or angle the sound will be directed in the wrong direction and not producing the best quality sound. Therefore in this part of my development i am looking at removing and replacing the cones on the face of the speakers, the beneﬁts of removing these are the sound will be spread out more so if it is put at the wrong hight or angle so the sound will still be projected around the room with a better sound quality. Some of the replacements i have looked at for the cones to cover the driver is speaker mesh which is a metal mesh, this will be good for protecting the drivers from damage and although covering the speaker it will not distort or reduce the sound quality. This is also beneﬁcial as it can be cut and shaped around the driver easily and also comes in pre cut sizes. Another option would be to use speaker fabric as this is a good alternative to the mesh as this can come in a range of colours to add to the aesthetics and it can be wrapped around the shape you choose to make. This will not protect the driver as much if dropped as the mesh. Looking at these two different options and their beneﬁts i am going to choose the speaker mesh, my reasoning for this is that it will protect the drivers as it is solid compared with the fabric which will rip and damage if dropped, also the style of the mesh will ﬁt my design better as there is no other fabric in my design. The last part of this development i have looked at is how to ﬁx the mesh over the driver and for this i am going to use a ring of aluminium going around the outside of the mesh then using 4 screw to ﬁx it into place.
KEF DEVELOPMENT BRAND DECODING Aesthetics: Since my last speciﬁcation check i have only looked at changing the aesthetics ofSPECIFICATION CHECK 3 my design once, this is when i looked at some of KEF’s existing designs to ﬁt their image better, doing this has not effected my speciﬁcation much as the design has been changed to look more appealing and more like some of the KEF designs. Cost: In my initial speciﬁcation i said i wanted to keep costs low so the end product would not cost a lot to buy, since the last check point i have added costs to my design, these are coming from the volume control and the Auxiliary interface for the other devices from the iphone 5. i need to reduce the amount i am spending as this will build up and will not meet my speciﬁcation. Customer: From the developments i have done to the dock to make it into an iphone 5 connection instead of the standard iphone 4 connection i believe this will appeal more to you younger ages of my speciﬁcation as younger people are more interested in the devices they have compared to the older generation. i this has changed the age group completely, but the younger people in the 16-30 age group will be more interested. Environment: In this part of my development i have not changed anything to my speaker that will change the environment it will be used in. therefore i have still met my initial speciﬁcation, i think this will be the easiest factor to keep the same as there is not much i can do to change the area it will be used in Size: I have changed the shape of the design but this has not effected the size of the design so it still meets my initial speciﬁcation, unless i have to change the design to allow more volume of sound to be produced i will not need to change the size of the design. Safety: Overall the durability of the design has improved in this stage of development as i have increased the strength of the stand as i have added a dowel joint. the only thing that could effect the safety would be the Auxiliary cable, however this will only be dangerous if used on the ﬂoor and it will not need to be used all the time. Function: In this section of my development i have not changed much to the function apart form the fact i have made it look more aesthetically pleasing, in my ﬁnal part of development i will look at methods that will allow me to produce a better quality of sound. Materials: the only thing change with materials in my design was the material i would use with the volume control otherwise i have not developed anything to do with materials in this section.
KEF BRAND DECODING FINAL DESIGNKEF SPEAKERDESIGNED BY SEAN HARRINGTONBECAUSE HE LIKES TO DOCARTWHEELS
KEF BRAND DECODING CUTTING LISTPart Number Part Name Length (mm) Width (mm) Thickness (mm) Material Quantity 1 FRONT PANEL 500 300 50 OAK 1 2 BACK PANEL 500 300 50 OAK 1 3 CENTRE PANEL 500 300 40 ALUMINIUM 1 4 IPOD DOCK 70 20 20 OAK 1 5 VOLUME CONTROL 15 15 15 ALUMINIUM ROD 1 6 STAND 80 60 30 OAK 1