Design & Trends

Graphics - without a second thought

As our homes become increasingly connected and interactive, kitchen products have evolved. We no longer simply use them as tools – we now experience them as intelligent design objects in our homes.

Join us as Electrolux designer Michael Newton explores the use of graphics as one of our nine Design DNA elements. In crafting icons for ease and elegance, his goal is to provide a visual consistency so intuitive that any user – wherever they are in the world – can seamlessly interact with them without a second thought.

Designing graphics

“Graphics don’t live on their own; they live inside and beyond the product,” explains Electrolux designer Michael Newton. Graphics do not exist in a vacuum; they exist beyond their placement and purpose – they live in the context of their environment and the user.

Bringing graphics to life requires balancing the intersections between function and feeling. “Graphics convey the information required to use the product. It’s also the welcome feeling – when you walk up to something, you know what to do with it,” explains Michael. “Our products are not just tools for cooking; they’ve become integrated into the home as design objects.”

GraphicsCollageElement 01

The placement, size, and choice of graphics create recognition, guide interaction, and creates a sophisticated and refined look on the overall product experience. When Designing Graphics, the logos, typography, and symbols inform the user – creating a distinct yet harmonious interaction.

“Beyond simple instructional messages, graphics are becoming more minimal and more essential, and it’s increasingly important to make them endure,” says Michael.

Our products are designed to be used anywhere in the world. Our icons need to be understood everywhere,” says Electrolux designer Michael Newton.

This design approach aspires to provide a seamless user experience: to express a consistent visual identity that translates into every application. This means that the graphics need to operate on many levels – from packaging and physical products to digital experiences.


As well as graphics providing the visual ecology of the brand, there is also a usability perspective. We do a lot of usability testing to ensure that the graphics provide sufficient visual clues for the user. The goal is to design products that are so intuitive that the user interacts with them without a second thought. Or, as Michael puts it, “When it just works. That’s a great feeling; it's job done.”

Be sure to share and stay tuned for the next episode in our series on Electrolux Design DNA Elements!

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