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
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.