Zojirushi has been making consumer home goods for over 100 years. Specializing in rice cookers, bread makers, water boilers, and coffee makers, Zojirushi has found clear and concise ways to make sure customers are able to differentiate between their products.

On their product listing page, Zojirushi uses black and white icons to give users at-a-glance info about what differentiates their rice cookers.

In Zojirushi’s product detail pages, they surface product images that quickly convey the unique selling propositions. In these images, each rice cooker’s “cooking type” is given a specific color - orange for MICOM (computer-controlled), salmon for conventional, pink for IH + Micom (IH = induction heating), and blue for AI that learns from past cooking experiences.

To explain the difference between each rice cooker’s style of cooking, Zojirushi provides users with a dedicated page showing illustrations of how their rice cookers use different heating elements, pressure, and logic systems to cook perfect rice each and every time.

In addition to guiding customers to the right rice cooker, Zojirushi gives consumers confidence in purchasing with a one-year warranty, downloadable instruction manuals, and a range of replacement parts.