The design concept of the SE300 sewing and embroidery machine is aimed at appealing emotionally to a primarily female target group. Therefore, the boxy and rather “masculine” contours of familiar sewing machines have been softened. Rounded corners and flowing surfaces lend the appliance a dynamic and brand-typical appearance. The most important controls are clustered at the front near the needle so that users can easily focus on their work. Specially developed icons enhance user-friendliness.