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Choosing the Right Color: The Color of Design

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Chris Murray explains how branding in product development has changed his deliverables & his work processes across industrial design & interaction design. Chris takes you through 3 project examples of how BresslerGroup approaches product color selection and how it can change.

For more information about interaction product design and to connect with Bresslergroup, visit http://www.bresslergroup.com/expertise/design-innovation-strategy/

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Choosing the Right Color: The Color of Design

  1. 1. © Copyright 2013 1 The color of design From emotional to rational thinking Chris Murray Director of Industrial Design
  2. 2. © Copyright 2013 2 CHRIS MURRAY Director of Industrial Design Chris leads teams of designers and engineers on innovation projects across various industries, including consumer electronics, industrial equipment, household appliances, and medical products. He writes and presents about Innovation Strategy, Research-Driven UX Optimization, and Visual Brand Language, among other topics. He earned a Bachelor of Arts in Industrial Design at the Central School of Art & Design (London). Chris previously led ID and innovation insights at Black & Decker in MD.
  3. 3. Highly restrictive color palette example Moderately restrictive color palette example Unrestricted color palette example
  4. 4. The color of design Studio opinions
  5. 5. subjective personal function readability religiontaste visceral gender process age attitudes location market brand perception category emotional context user competitive mood applicationvalue finishes materials deficiency history culture meaning
  6. 6. subjective personal function readability religiontaste visceral gender process age attitudes location market brand perception category context user competitive mood applicationvalue finishes materials deficiency history culture emotional meaning
  7. 7. subjective personal function readability religiontaste visceral gender process age attitudes location market brand perception category context user competitive mood applicationvalue finishes materials deficiency history culture emotional meaning
  8. 8. subjective personal function readability religiontaste visceral gender process age attitudes location market brand perception category context user competitive mood applicationvalue finishes materials deficiency history culture emotional meaning
  9. 9. © Copyright 2013 14
  10. 10. © Copyright 2013 16
  11. 11. HE75 section 10
  12. 12. High priority alarms; hazard; power off; stop; fault; energy being delivered; stay clear; warm/hot Medium priority alarms; warning Low priority alarms (non-medical); caution; gas = air; slow; pulmonary blood pressure; warm/sunny Power on; go; OK; ready; air = oxygen; good; environmentally friendly Secondary info on white; frozen/cold; deoxygenated lungs or blood; central venous deoxygenated blood pressure; air = nitrous oxide Low priority alarm (medical) Unavailable or non-applicable option or information Gas = helium Primary information (on white); gas = nitrogen HE75
  13. 13. Logo Website Products
  14. 14. BD Silver BD Snowflakes BD Gray
  15. 15. BD Silver BD Blue Light BD Snowflakes BD Gray
  16. 16. © Copyright 2013 29
  17. 17. Consumer Attitudes Suggest Color Combinations Value Tiers Suggest Materials and Finishes mature youthful expressiveunderstated high mid low
  18. 18. mature youthful expressiveunderstated mainly blacks, grays, silvers – neutral and functional with mass appeal black & white or neutrals with bright color accents – pure and fresh neutrals w/ color accents or overall dark colors – chic, modern and elegant bold use of color & mixed colors – it’s about making a bold statement Perceived value is the same
  19. 19. mature understated high mid low Different materials and finishes communicate different value tiers in this mature / understated color quadrant of black, greys & silvers $599 $499 $449
  20. 20. mature youthful expressiveunderstated high mid low high mid low high mid low high mid low Each color attitude quadrant can share the same material and finish value tiers
  21. 21. Mobile Office Car as Office InstitutionsSkilled Labor Business Travelers B2B / Services Primary Secondary Office
  22. 22. mainstream classic functional safe serious neutral simple fresh uncomplicated casual pure honest chic trendsetter hip modern elegant progressive energizing adventurous unexpected independent edgy mature youthful expressiveunderstated
  23. 23. mainstream classic functional safe serious neutral simple fresh uncomplicated casual pure honest chic trendsetter hip modern elegant progressive energizing adventurous unexpected independent edgy mature youthful expressiveunderstated Not a target consumer Too niche/too fashion oriented
  24. 24. Eco Resin Molded TextureMolded Resin Gloss Resin TrimSatin Texture Glow in the Dark low high Plated Plastic Trim Soft Touch PaintEco Resin w/ Paint UV Gloss Coating Painted Resin Textured Resin w/ Paint mid Metallic Resin Holographic FilmAluminum Trim In Mold Decoration Twin Shot / Overmold Special Effect Paint
  25. 25. mainstream classic functional safe serious neutral
  26. 26. satin and textured black charcoal metallics multiple tones of grey gloss piano black with silver contrast all grey – contrasting textures matt and polished silver Mainly blacks, grays and silvers
  27. 27. chic trendsetter hip modern progressiveelegant
  28. 28. Matt black with red accents Dark matt charcoal with silver and orange Saffron yellow accents Deep, rich red / black layering Dark navy Neutrals with color accents or overall dark colors
  29. 29. simple fresh casual pureuncomplicated honest
  30. 30. All black with yellow- green accents Grey tones plus single blue accent Pure white and silver pairing Gloss white with translucent accent Light greys with vibrant orange Classic black and white Black & white or neutrals with bright color accents
  31. 31. mainly blacks, grays, silvers – neutral and functional with mass appeal neutrals w/ color accents or overall dark colors– chic, modern and elegant black & white or neutrals with bright color accents – pure and fresh mature youthful expressiveunderstated bold use of color & mixed colors – it’s about making a bold statement Not a target consumer Too niche/too fashion orientated
  32. 32. neutrals w/ color accents or overall dark colors– chic, modern and elegantmature youthful expressiveunderstated bold use of color & mixed colors – it’s about making a bold statement Not a target consumer Too niche/too fashion orientated black & white or neutrals with bright color accents – pure and fresh mainly blacks, grays, silvers – neutral and functional with mass appeal
  33. 33. neutrals w/ color accents or overall dark colors– chic, modern and elegantmature youthful expressiveunderstated bold use of color & mixed colors – it’s about making a bold statement Not a target consumer Too niche/too fashion orientated black & white or neutrals with bright color accents – pure and fresh mainly blacks, grays, silvers – neutral and functional with mass appeal Primary target consumer Recommended direction for mass market appeal that is safe but lacks differentiation Secondary target consumer Possible direction for product refresh or 2nd SKU’s
  34. 34. Blue grey 2-tone with orange accents Black with bold orange stripe Grey with deep layered black / orange Black and deep blue with orange accents
  35. 35. Blue grey 2-tone with orange accents Black with bold orange stripe Grey with deep layered black / orange Black and deep blue with orange accents
  36. 36. © Copyright 2013 51
  37. 37. Identify target users Map target user attitudes to color Map category material & finish value tiers Develop & refine targeted color options
  38. 38. Director of Design cmurray@bresslergroup.com

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