Welcome back to our monthly series on CMF data!

In the last chapter, I spoke about color data, which inspired me to take a momentary career pause for a fun detour in data analysis. This chapter, I want to package C-M-F back together as CMF data, because C is never a standalone factor when it comes to CMF Design.

Secondly, there is another important interpretation for the term “color data”, which is used for color measurements like RGB and CMYK, or color specification systems like Pantone. Therefore, to be more specific, we will be using the term “CMF data” starting this chapter.

Previously, we discussed how CMF data is a powerful tool in storytelling CMF proposals. But what drives the interest in knowing such numbers?

Whenever I introduce the Basics of CMF Design, “design isn’t art” always comes up as one of my opening reminders. While art can be a pure expression of the artist’s personal aesthetic. But design isn’t. Design is a product solution tailored to meet the needs of all users. Only when the design fits within the functional needs and aesthetic preferences of the target users, there is a purchase potential.

To sell more products, companies and designers strive to understand their target users. CMF data is just one of the many consumer-centric approaches for getting to know the users and discovering which CMF solutions are more matching their needs and aesthetics.

Around summer 2023, a global cosmetic brand was hiring a CMF Designer and describing the role as Packaging UX. (For the cosmetic industry specifically, its packaging is an integral part of the product exterior, similar to what CMF represents in many other industries.)

This was my first time hearing the word UX (user experience) being used to describe CMF, and I found it quite fitting! CMF is the front face of a product that shapes the very first user experience. Before the door is opened or the screen is lit, the journey of user experience already begins with CMF.

How does the product feel to the user? Does it speak a sense of calm, elegance, or sleekness? Should the surface be velvety smooth or offer a textured grip? These considerations all contribute to the user experience of a product.

In a globalized century with designers seated in fixed locations and products serving multi-continent consumers, it becomes important to employ consumer-centric methods to understand the consumers in the target markets, far or near.

Consumer surveys, past sales performances, and trend forecasts are common methods used to understand the target consumers. Some naturally come in the form of numbers, while others rely on qualitative insights. Either way, all of them have the potential to be upgraded with the addition of CMF data in storytelling.

Next, we will explore the different forms of data, how to utilize data, and the do’s and don’ts. Stay tuned!

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。

Leave a Reply

Your email address will not be published. Required fields are marked *

Back to top