"The path we took in NEX-7 design was hardly straight. All we had decided initially was that three dials would be used. This came from a desire to organize setting elements (for shutter speed, exposure, color balance, and so on) with a three-way control system and provide more immediate control and versatility when shooting. It was essentially our only beacon in design. With the trio of dials, and within the general framework of NEX design introduced for the NEX-5, we revisited the question of what DSLR

users want and what's essential in a camera. It also occurred to me that NEX-7 design should embody its basic message as a camera here's something capable of great shots.

The character of this camera can be summarized by a few key points. You can shoot through the viewfinder, you can hold it securely, and you can adjust settings instantly, as needed. As for viewfinder shooting, at first we had no definite plans to include an electronic viewfinder (EVF) or flash. But discussions with product planners and engineers clarified what our target users were truly hoping for, and we decided they were indispensable."