The Strategy of Color, Material, & Finish

Color can be tricky. Both subjective and polarizing, it fundamentally shapes a product's first impression. Some brands are deeply rooted in legacy and therefore reluctant to deviate from past choices. Many default to basic white/black options to appeal to the broadest possible market without considering alternatives with similar appeal. Others imitate color trends that don’t actually align with their product positioning. For companies that are uncomfortable with color, the natural instinct is to lean on data to make the tough call. Marketing teams may show users renderings of the product in different colors and ask them to pick their favorite through A/B testing. But this approach reduces CMF to a simple exercise that often overlooks its true complexity and purpose. When treated in isolation, A/B testing can lead the design down the wrong path. CMF (and we mean the color, material, AND finish) plays a crucial role in the emotional, strategic, and functional success of a product, and each element must be carefully considered in the decision-making process.

To start off, color consists of three main characteristics: hue (the Color itself), saturation (intensity), and value (lightness or darkness). Material refers to the substance used to form a product, and Finish describes the surface treatment or texture applied to that material.

Color, material, and finish are powerful tools that can dramatically impact a product’s emotional appeal, relevance, and ultimately, business success. One key way this happens is through the “first read differentiator,” which refers to the initial emotional reaction a product evokes upon first read. In a crowded product market, where first impressions are crucial, rapid brand recognition can make all the difference. Another benefit of bold color choices is what we call “stopping the scroll” - capturing a user’s attention long enough to make an impact, especially in today’s digital world where products must stand out on social media feeds.

Take Tile’s 2024 line of bluetooth trackers, for example. When designing this new line, we focused on differentiation through vibrant, contrasting colors, a departure from the previous black-and-white tech-heavy color schemes. Tile had just been acquired by Life360, and the color shift helped symbolize the new partnership while appealing to a wider, more diverse user base.

CMF also plays a critical role in the emotional connection we have with the objects in our lives. Whipsaw’s work with NAS (network-attached server) startup Gridstack exemplifies this. Addressing common data storage concerns - distrust of cloud services, running out of space, and fragile hard drives - Gridstack offers a modular, off-cloud solution. Its clear anodized aluminum housing showcases the metal’s natural hue, reinforcing the notions of security and longevity. The neutral palette appeals to both independent creatives and small businesses while deliberately contrasting the all-black enclosures typical of NAS competitors.

Another important element of CMF strategy is determining “points of emphasis”, or where attention should be drawn and where it should be minimized. This is especially important in design for medical products, where intuitive interfaces leave no room for confusion. For example, in our work on Enroute for Silk Road Medical, we implemented a color system that differentiates primary controls from secondary ones, making it easy for users to intuitively find what they need.

Sometimes, however, the product itself is simple to operate but requires an innovation to be highlighted. Take the Owala water bottle - by using color to differentiate its various features (sip vs. gulp drinking, carrying loop, secure latch), it helps users easily understand the product's versatility. The wide range of color configurations and ability to swap parts to personalize your own bottle is an added bonus.

The opposite approach can also be appropriate. In the case of Tonal, a wall-mounted home weight training device, we intentionally used a single color to minimize perceived complexity. Tonal features a large portrait display and arms that rotate out to provide resistance for weight lifting. Its “tone-on-tone” approach to CMF helps visually simplify its many mechanical elements resulting in a sleek, monolithic design when not in use.

Shifting to the more technical aspects of CMF design, material choices are critical because they directly influence the function and durability of the product. But the choices of color and finish can also play an important functional role. For instance, light-colored plastics tend to be less expensive to colorize, reflect light, and perform better under high-heat manufacturing conditions. On the other hand, darker materials tend to hide dirt and imperfections more effectively, making them practical for long-term durability.

Texture, too, serves several functions, from concealing surface imperfections to visually separating parts without increasing the part count. In some cases, a combination of gloss and texture on dark-colored plastics can create a tonal shift, enhancing the design without complicating the manufacturing process. Color matching across different materials presents another challenge - maintaining consistency between, say, an injection-molded plastic part and a painted metal part can be tricky. To avoid these complications, it’s often wise to incorporate different colors for different materials in your CMF strategy.

So, how should you approach CMF strategy? It requires a holistic approach that balances functional, narrative, and emotional considerations.  Evaluation should be conducted with sensitivity to both cultural and emotional nuances. It's important to note that culture and emotion operate on different scales - culture encompasses broader societal considerations, while emotion is personal, individual, and visceral.  Successful implementation demands a deep understanding of your product's strengths, weaknesses, and competitive landscape.

When thoughtfully integrated with a product's strategic vision, CMF transforms ordinary design into something extraordinary, creating objects that not only capture attention but also forge lasting connections with users. It's the difference between a product that merely functions and one that resonates deeply across cultural boundaries and personal experiences. Whether simplifying complexity like Tonal's monolithic approach or celebrating innovation through Owala's playful customization, strategic CMF decisions elevate products beyond commodities. In today's hyper-competitive market, mastering this delicate balance doesn't just differentiate your product - it defines your brand's place in both the marketplace and in consumers' hearts.