Interview: Panasonic will make “picture creation” and “color” the pillars that support LUMIX

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On PR TIMES TV, an interview video about the LUMIX strategy of the Panasonic development team has been released. Here is the Google translated summary by Digicameinfo:

  • With the G9 Pro, the movement to systematize LUMIX’s “picture creation” began, and since then, we have been consistently designing image quality based on the “picture creation” concept. In parallel with the model development, I worked on the “picture making” idea construction project to clarify what kind of colors and what are the characteristics of “picture making”.
  • Since Panasonic is a consumer electronics manufacturer, they are always focused on specs, but “color” does not appear in the specs. It’s easy to understand that “This is better than other companies and the price is reasonable”, but cameras are not that kind of thing but system products, so consistency as a product is actually very important. Creating a concept of “picture creation” and deciding on consistency and unity is the ideal image of a camera manufacturer, but the fact that marketing has not been able to break away from the old sales method is a major point of reflection.
  • The 2021 CP+ live streaming was a turning point for us to break away from the old sales method, and the overwhelming majority of comments were “I like the color of LUMIX”, “I like the picture”, and “The picture is good”. It was an evaluation of the painting. I realized that if I dug deep enough, something might change. I started thinking about shifting marketing to the part of making pictures and colors.
  • (Regarding new functions inspired by picture creation) I wondered if a real-time LUT could be used for marketing, so I asked famous creators to create LUTs and made them available free of charge. With the announcement of the S5II, the real-time LUT has grown at once.
  • Color serves as a catalyst for communication with users, and I believe that LUMIX’s mission is to contribute to that. I think that colors and making pictures are the center of communication between us and users. I would like to make “picture making” the pillar that supports LUMIX.
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