She Comes In Colors

May 1999


She Comes In Colors

What does it mean when your computer is no longer beige?

Now that technology products are shedding their sophisticated neutrals and exploding into jaunty, frivolous colors, it could be a sign consumers are learning to "think different," as ads for Apple computers ungrammatically urge them to do.

Apple introduced iMac, its easy-to-use solution for the technologically baffled, in five lollipop colors to further entice intimidated computer users, says an article in The Philadelphia Inquirer.Mac's trip into Candyland follows the lead of other technology companies – Samsung and Acer's ventures into green- and black-bodied PCs and monitors, Nokia's digital phones with snap-on color covers and teen-targeted pagers in psychedelic varieties.

Apple conducted research that shows consumers have grown tired thinking about megahertz and gigabytes, and the "techno" grays and beiges of most computer equipment only reinforce the dreariness of the shopping experience. The new bold colors are non-threatening and make the computer more of a personal item, even a fashion statement.

What does all this mean for retail jewelers? The Oz-like eruption of color signals consumers are being told it's hip to demand choices that express individuality. It also suggests consumers have grown weary of sorting through confusing, impersonal information (such as diamond cut dimensions) and look instead at how products represent their personalities.

Apple is taking its latest computers over the rainbow.

– by Stacey King


Copyright © 1999 by Bond Communications.


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