Philips TV Buying Guide winner of red dot award: communication design

Buying Guide brings consumers simplicity in buying Philips TV of their choice

September 2, 2011

Eindhoven, the Netherlands – Today, Philips announces that the Philips TV Buying Guide is the winner of the ’red dot‘ for high quality in the ’red dot award: communication design 2011‘. The new release of the TV Buying Guide and an augmented reality mobile app of the guide will be launched during the IFA trade show starting today in Berlin. Philips will be present with a stand at  IFA Berlin.


User experience
Shoppers entering a store are usually overwhelmed with the many choices of TV available to purchase. The online TV Buying Guide is a welcome aid in helping to determine which Philips TV fits the needs of each shopper. The guide was developed to listen, learn and create recommendations based entirely on shopper needs. 


As a starting point, Philips researched the behavior of shoppers buying a new TV. Shopping activities, such as online research, analytics, benchmarking and visits to retail stores before TV purchase activities, were mapped-out as input for creating the Buying Guide. Multiple user tests and a pre-launch validated and enriched the research insights, resulting in an online tool that is meaningful to a shopper. 


“We are honored to have received this red dot award for the TV Buying Guide. It is great recognition that our people-centric design approach results in meaningful innovation that is truly valuable to people.” Says Thomas Marzano, Philips Design’s Creative Director Online Communications


The Philips TV Buying Guide:
The TV Buying Guide is a simple, intuitive and reliable way to find the right Philips TV for you. The online tool offers a rich experience via a unique user interface, which includes true-to-life rooms and TVs playing real-time videos and demonstrating Philips Ambilight.Within the context of the rooms of the home, the TV Buying Guide enables users to ‘virtually experience’. Shoppers can zoom in on TVs and move them around, giving a sense of how they would fit in the home context.


“The TV Buying Guide has really provided an emersive experience which allows shoppers to preview our products in the home context. The augmented reality mobile app, being launched at the IFA, increases personalization by letting people see how the product looks in their own homes,” concludes Thomas Marzano.


The Buying Guide is available via and the new app, launched at IFA, is downloadable from

About red dot award: communication design
The “red dot award: communication design” replaced the well-known German Prize for Communication Design in 2000. The competition has been in existence since 1993. According to PAGE magazine, it is one of the most important international design competitions. In the study entitled “Corporate Identity: Status Quo 2009, Expert survey of CI/CD agencies” published by the corporate identity institute in Mainz in august 2009, the “red dot award: communication design” was ranked first place amongst all of the design competitions with international relevance. For more information: red dot 


Philips Design
Philips Design, with 7 locations in Europe, the USA and Asia Pacific, is one of the longest-established design organizations of its kind in the world. Its creative force of some 400 professionals, representing more than 35 different nationalities, embraces disciplines as diverse as psychology, cultural sociology, anthropology and trend research in addition to the more 'conventional' design-related skills. The mission of these professionals is to create solutions that satisfy people's needs, empower them and make them happier, all of this without destroying the world in which we live. For more information, please visit:

For further information, please contact:

Femmy de Rijk
Philips Design / Communications
Tel: +31 (0)6 25 00 9463


About Royal Philips Electronics

Royal Philips Electronics of the Netherlands (NYSE: PHG, AEX: PHI) is a diversified health and well-being company, focused on improving people’s lives through timely innovations. As a world leader in healthcare, lifestyle and lighting, Philips integrates technologies and design into people-centric solutions, based on fundamental customer insights and the brand promise of “sense and simplicity.” Headquartered in the Netherlands, Philips employs over 120,000 employees with sales and services in more than 100 countries worldwide. With sales of EUR 22.3 billion in 2010, the company is a market leader in cardiac care, acute care and home healthcare, energy efficient lighting solutions and new lighting applications, as well as lifestyle products for personal well-being and pleasure with strong leadership positions in male shaving and grooming, portable entertainment and oral healthcare. News from Philips is located at