The phone trend you least expect makes you crave your phone more

CNET | 2/16/2019 | Jessica Dolcourt
jolan (Posted by) Level 3
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The color of your phone should be the last thing on your mind. It's the camera quality, battery and screen size that pull you toward the upcoming Galaxy S10, iPhone XS or Google Pixel 3 when you're ready to buy. But flashy colors and finishes are more important than you think.

Why else would buyers fall over themselves to buy the gold iPhone 5S in 2013? If black was good enough, why would we go bananas over a leaked image of the Galaxy S10E in Canary Yellow, or the OnePlus 6T in Thunder Purple? And why would our eyeballs pop out of their sockets when looking at the Oppo Find X or Huawei P20 Pro? If color doesn't matter, why bother coming up with fancy names like Jet Black, Phantom Blue and Pearl White, rather than just black, blue and white? Why have white at all?

Fact - Color - Matter - Ask - Product

The fact is that color and finish do matter. Ask any product designer or marketer and they'll tell you that an item's shelf appeal is part of its path to success.

The OnePlus 6T in Thunder Purple.

Color - Element - Barbara - Khan - Professor

"Color has always been a very important visual element," said Barbara Khan, professor of marketing at The Wharton School. "It's something people notice right away."

A colorful phone can be personal and meaningful as well. "Color gives us joy in our lives," said Isabelle Olsson, who heads up a piece of Google's product design team. I hear echoes of Marie Kondo's treatise on sparking joy. "We're craving something new," she added, not just "black, glossy boxes."

Apple - Example - Years - IPhone - Colors

Apple is a good example. For years, the most "special" iPhone colors have been white, gold, rose gold and jet black, all fairly neutral tones. Only the cheaper iPhone XR and iPhone 5C came in bold blue, yellow and coral to offset the polished stoicism of the...
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