ColorSchool.org
Dedicated to the art and science of color
DESIGN
Consumers are a specialized audience in any industry, especially in
product retail and consumer durables.  While it is the designer's desire
to differentiate their products from the competition, it is the consumer's
desire to differentiate themselves from other people.  This can happen
from an individualized perspective or it can happen from a peer group
perspective.

For example, in the automotive industry, 'new money' enters the market
in the form of the youth audience.  The children of baby boomers and,
more important, the grand children of baby boomers will be the prevailing
market for car makers.  Market research reveals that smaller, less
expensive cars will attract this market.  The research also reveals that the
younger audience isn't interested in driving their father's Camry.

The challenge then, is to realize the life style of this target group.  High
technology, unique color pallette and trendy styling will create the
possibility of the 'wow' factor.
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Design Innovation
In the photo to the left, we find
that fabric inserts create an eye
catching design.  Not only can
this innovative interior design
create a 'wow' factor, but it also
provides the auto maker with a
unique customer option.  
Imagine a buyer having the
option to select the color of the
insert.  It truely does specialize
the vehicle to the consumers life
style and taste.

Compare to the traditional auto
interior styling (below), and you
will have to agree that, when
given a choice, the consumer is
likely to select the optional insert.
The solution is quite simple.  
While structure in market
research will generally result in
an accurate study, it is
sometimes no more difficult than
looking around your
environment.  For example,
there are several prevailing
topics of interest to young
people (and all people for that
matter).  Global warming, high
technology, Asian influence and
national security, to name a few.

Let's assume that our research
has determined that these
topics will capture the interest of
our market group.  The next step
in this process involves the
creative search for ideas.  
These ideas are the product of
the creative mind, but are also
the product of our environment.

The images below and to the
right are examples of design
boards that considered the
topics of interest when
assembled.  The result are
some very creative (and
potentially 'wow' inducing) color
development ideas.

Now lets assume that there is a
market that has established
color design innovation as its
cornerstone of competition, such
as cosmetic packaging.  What if
a market, that has traditionally
competed on an engineering
platform such as automotive,
were to incorporate cross
market design ideas into its
color palette.  The result would
be unprecidented.  The result
would be more choices for its
customers.  The result would be
an unrivaled branding
opportunity geared toward a
specialized market.  The result
would be sales.
Never yield to mediocrity and always
embrace innovation.  Understand your
market and empower the creative mind.
 Remember that there are no boundries
under a blue sky.