Grounding Color Decisions in User Research: Moving from Emotional Decisions to Rational Thinking
CHRIS MURRAY, IDSA
While product color evokes an immediate, emotional response for users and designers, we have found that a rational process most successfully determines color decisions. At Bresslergroup, this process starts with research. What are the targeted users' personas? What existing and related products are they familiar with? Through recent research, we disproved some preconceived notions and arrived at an important finding: use color to address consumer personae and use materials and finishes to differentiate between good/better/best offerings within the product line. In this session, Murray will incorporate specific illustrations of how strategic color selections—in coordination with materials and finishes—resonate with consumers.