Changes in user trend: more people are using printers in the living room rather than at their desk, thanks to more tablets and Wi-Fi networks. Design that goes with the living room: for the printer to fit in the living room, a new standing design is created in ways that feed paper vertically and minimize its occupation. And the printer is colored so that it feels like an interior item. New approach for a home printer: to enhance brand value and increase market share through a new design that mirrors trends among users.