The Canon Approach: Maintaining unmatched quality while expanding the camera’s potential
As a Canon camera, the PowerShot ELPH 310 HS embodies our traditional two-pronged approach.
One element is Canon's pursuit of design excellence. The pursuit of perfection in a design dedicated to exceptional thinness is challenging and creates a high hurdle for commercialization. At Canon, however, we have always been proactive in the belief that "if it supports the design, let's employ it."
The other element is strict adherence to the Canon standard of quality.
For example, Canon develops camera body colors that are resistant to extremely harsh weather. More than a few times we have had to modify an appealing color only because it did not pass our weathering tests.
In addition to fine quality, we are dedicated to innovation, excellent functionality, and robust construction. The PowerShot ELPH 310 HS clearly benefits from a heritage born in Canon's dual traditions.
Creating a world of innovation through design
A camera that is the world's smallest, fastest, and...simply superlative. It is clear that a product evolves from these objectives.
However, we understand that an adherence to numerical targets alone is not always a productive approach.
"The world's thinnest." It is not the numbers alone that have an effect; it is what you sense when the camera is actually in your grasp.
For a designer, real pleasure comes from witnessing the excitement people show the moment they hold a PowerShot ELPH 310 HS.
Starting from the development target of "thinness," our designers have gone a step further. The PowerShot ELPH 310 HS has again opened the door to a new world of compact cameras.