Sony Australia has announced that it has won a total of 17 International Forum Design Awards across the entire Sony product range, including three gold awards.

The iF Awards has been running for 50 years, and is a recognised trademark for outstanding design all over the world.

Products are evaluated on a number of criteria, including design quality, workmanship, choice of material, degree of innovativeness, environmental compatibility, functionality, ergonomics, visualisation of use, safety, brand value, branding and universal design. The awards are given annually on the first day of the CeBIT show in Germany.

The three products to win in the gold category include:

– Cyber-shot DSC-T700 digital still camera

– Cyber-shot DSC-T77 digital still camera

– Active Style Headphones

Vanessa Hamilton, brand and channel marketing manager at Sony Australia, said, “Design has always been a priority in the development of Sony’s products; it’s something we consider to be very important and that we take pride in. Whether it’s a product for everyday use such as a Cyber-shot camera, or a showcase product like the Sountina, the way it looks and feels is fundamental to the user’s experience and the pride they have in owning the Sony product”.

The other Sony products to receive awards in the audio/video category include:

– ‘Sountina’ active speaker system

– Walkman S series

– Handycam soft carry case (LSC-SRC)

– S-Frame digital photo frame

– CP1 digital photo frame

– A350 digital SLR camera

– A900 digital SLR camera

– HVR-Z7 HDV camcorder

– DAV-f500 home theatre system



– MDR-EX500 headphones

This news is undoubtedly going to boost Sony’s reputation as a design focussed company, and further reinforce its dominance in the consumer electronics division.