Crazy for colours: snag yourself a bold phone
19/10/2024
Translation: Jessica Johnson-Ferguson
Black’s the most popular colour for smartphones sold in our shop. And mobile manufacturer Motorola tells me more than half of smartphones sold worldwide are colourful. If I had it my way, the world of phones would be even more bright and vibrant.
I recently attended a Motorola event on the new Edge 50 series and was both amazed and delighted by the range. Each model’s available in various colours – not just black or white. It seems, Motorola’s taking its collaboration with Pantone, a company known for its universal colour system, seriously.
Source: Michelle Brändle
The majority of people go for black when they buy a new phone from our shop. And I really don’t get it. Why would anyone go for a boring black mobile when there are so many bright colours out there?
Source: Michelle Brändle
Sure, I get it when people say they’ll put a protective cover on their phone anyway, so who cares about the colour. But again, the covers sold are mainly black or transparent, even though there are so many to choose from. I’ve recently had my cover printed with a motif I painted myself.
Source: Michelle Brändle
I spoke to Daniela Idi, Motorola’s Marketing Director for Europe, the Middle East and Africa, about the lack of colour in the world of phones.
Motorola’s partnership with Pantone
Daniela Idi’s confident when it comes to the rise of colourful smartphones. In fact, Motorola’s just extended its partnership with Pantone due to its success. Motorola’s currently keen to experiment, says Idi. It's playing around with various colours and materials in its devices, including wood an imitation leather. Of course, Motorola also wants to set itself apart from the competition by doing this.
Source: Michelle Brändle
Together with Pantone, Motorola’s recently started releasing a model in the colour of the year. Last year it was Magenta (pink), this year it’s Peach Fuzz (orange). The colour’s also important in the fashion industry where it’s used for clothing and accessories. Daniela Idi’s currently waiting for the colour for 2025 to come out, which is kept under wraps for as long as possible. Once Pantone tells them what it is, Motorola’s production needs to react quickly, Idi tells me.
Source: Pantone
Why are colours and materials so important at Motorola? Idi wants to tap into their customers need to combine lifestyle and technology. Viewing a smartphone as an accessory is a step in that direction. With the current Motorola Razr 50 Ultra, which is Motorola’s latest flip phone, Idi also asked herself how the device could be worn in everyday life. That’s why each device comes with a colour-coordinated case and lanyard.
Source: Michelle Brändle
While black smartphones dominate in our shop, 62 per cent of Motorola devices sold worldwide sport bright colours, leaving blacks, greys and whites behind.
I was curious to hear if Motorola makes country-specific decisions when it comes to choosing phone colours, but Daniela Idi said it doesn’t. The company wants to prove that colours can be fun and appealing no matter where you are. That’s why Motorola communicates the same way around the globe. When you enter one of their stores, you should have the same experience no matter where you are, she adds.
However, Motorola still works with local teams around the globe who know what makes, let’s say, the Swiss or Italian market tick. Those teams provide feedback about how the products and marketing strategies are being received. So if there’s suddenly a tendency for customers towards red, like Kevin in his last smartphone review, this is reported back.
Source: Kevin Hofer
Survey: Digitec and colourful phones
There’s a pretty cool selection of colours across all brands. Perhaps most people simply haven’t realised? Or maybe your favourite brand simply needs to hear that it doesn’t have your favourite colour in its range yet. In any case, there’s already a fairly large selection:
Apple iPhone
Samsung Galaxy
Sony Xperia
Google Pixel
What colour’s your phone?
I’ve gone through quite the palette: a yellow Sony Xperia, a Nokia Lumia in pink, a pink Google Pixel and a purple phone from Motorola. This is precisely why I’m loving Motorola’s range of colours. There are plenty to choose from, so there’s no reason for me to go for black. I’m baffled why so many others do. That’s why I’m curious to hear what colour your phone is.
I'd love to know.
What colour's your phone?
- Black33%
- White10%
- Grey7%
- Yellow tone (yellow, orange, beige)7%
- Green tone (green, turquoise)10%
- Blue tone (blue, violet, aquamarine)24%
- Red tone (red, rose, pink)9%
The competition has ended.
I’m also keen to hear about your choice of case. Are you one of the 48 per cent of Digitec customers who’ve opted for black? Let me know in the comments.
Header image: Motorola
In my world, Super Mario chases Stormtroopers with a unicorn and Harley Quinn mixes cocktails for Eddie and Peter at the beach bar. Wherever I can live out my creativity, my fingers tingle. Or maybe it's because nothing flows through my veins but chocolate, glitter and coffee.