- When Apple unveiled the Alpine Green iPhone 13 this month, I wanted it right away.
- About 85% of purchasing decisions are dictated by color, according to the Pantone Color Institute.
- Apple started releasing a mid-cycle color update to entice shoppers like me.
As soon as Apple unveiled its latest iPhone this month, I knew I wanted it.
It was the same model that Apple launched last fall with identical features, but this version was dark green. Or, as Apple called it, alpine green.
But just as my brain was signaling pleasure and desire for the new hue, another thought popped up: Was I shamelessly seduced by a trillion-dollar tech giant into giving him more money?
The answer is probably yes, but I’m not the only one.
Color plays a central role in why we buy things
I often felt a pang of embarrassment at how easily I could be influenced by color and design.
When it comes to Apple products specifically, I remember feeling torn between the light blue and mint green versions of the third-generation iPod Nano in 2007.
But it turns out that my color-focused spending habits aren’t unique. Color influences up to 85% of product purchasing decisions, according to Laurie Pressman, vice president of the Pantone Color Institute.
“With around 80% of the human experience filtered through our eyes, the first challenge is to grab attention, and nothing does that better than the thoughtful use of color,” she told Insider. by email.
Apple’s color choices are part of a larger strategy
The Alpine Green iPhone — available as both the iPhone 13 and iPhone 13 Pro — was unveiled about six months after the original iPhone 13 lineup and about six months before the iPhone 14’s scheduled release.
This makes it a prime time to boost sales.
It’s a pattern that Apple has now followed for the second year in a row: in April 2021, we were treated to a new colorway of the iPhone 12, this time in purple.
By launching an eye-catching new color, Apple hopes to stand out in a world where our attention span has shrunk to seconds, according to Pressman.
“What brands offer needs to grab the consumer’s attention much faster and be compelling enough to entice them to make a purchase. Color is the perfect medium to create that engagement,” she said.
As for the new hue, Pressman said alpine green evokes pleasant associations, like nature. The company’s emphasis on sustainability and good health — which our brains might associate with the color green — has helped make the hue “a staple of contemporary fashion,” she said.
Indeed, green is already appearing everywhere in 2022, from decoration to fashion. And Etsy has chosen emerald green as its color of the year for 2022. The color symbolizes harmony and growth, as well as royalty and sophistication, Etsy’s trend expert Dayna Isom Johnson wrote in a post. of blogging.
Color will continue to play an important role in technology
Given the current popularity of green in design, it’s no surprise that the hue is now appearing on our tech gadgets.
The ubiquity of smartphones and wearables has made them like any other accessory – a way to show off your personality – which means color is starting to play a bigger role in technology, said Reiko Morrison, head of color, materials and finish. the consumer technology category of trend forecasting firm WGSN.
There will always be people who prefer minimalist, muted tones, but there’s a strong movement toward vibrant colors for two main reasons, she told Insider via email.
One is Gen Z: younger digital native generations may be attracted to bright colors similar to the colors they are used to seeing on screens. Morrison said she expects the colors that have become popular in the digital world to be applied to physical products.
But at the end of the day, color makes people happy – a feeling that a lot of people are looking for right now.
“Part of this is driven by our need to get out of the pandemic doldrums and lift our spirits,” she said. “Our response to color is very visceral and emotional, so brighter hues tend to lift our spirits instantly.”