Concept

Motorola’s design team introduced the stunning Motorola One Zoom in three amazing colors: Cosmic Purple, Brushed Bronze, and Electric Gray. This achievement, coupled with various other innovations, earned the Motorola Design Team the prestigious 2020 iF award.


Consumer Research

Historically, the color purple has often been a polarizing choice in the mobile phone industry. As part of our CMD Design development, we designed a specific shade of purple that we believed could appeal to a broader demographic. To validate our design confidence, we took it to test, and brought all three color choices to the test in Brazil, which represents the largest market for the Motorola brand.

While our assumption was correct about Cosmic Purple being polarizing – it was also targeting a very different segment! Where Brushed Bronze and Electric Gray did not perform well (young females and/or high-end phone users), Cosmic Purple was receiving very good feedback. And there, voilà! We have the color with a firm purpose, and it is functioned to attract additional consumers.

Image credit: CNET

Launch

Electric Gray, image credit Mashable
Electric Gray, image credit: Ubergizmo
Electric Gray, image credit: Phone Arena
Cosmic Purple, image credit: Ubergizmo
Cosmic Purple, image credit: Pocket-lint
Brushed Bronze, image credit: Xadaka
Brushed Bronze, image credit: Phone Arena

Deliverable: From concept to launch
Industry: Consumer tech
Company: Motorola (a Lenovo company)
Team: Rina Shin, Shasha Dong, Justin Liang, Yong Li
Year: 2019

Problem-solving ??? ?????. Former head of CMF at Motorola. A New York-based and world-traveling Design Consultant with over 13 years of specialty in CMF Design. 高雄囡仔,前摩托羅拉CMF設計團隊負責人,目前定居於紐約並遊牧世界,任自由撰稿人兼CMF設計顧問,持續投入在CMF設計的科普推廣,並為WGSN及羅技等公司提供CMF專案支持或諮詢服務。

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