With consumer electronics products integral parts of our lives, their branding and styling are becoming
a reflection of our lifestyle—whether for products on-the-go or to enjoy at home.
Aesthetics are key elements in customized state-of-the-art home media screening rooms. Consumers are looking for limit- less electronics capabilities within an edgy setting. Usually this includes a projection screen that is connected to concealed high- grade speakers or highly visible, audiophile quality speaker systems with breathtaking attention to detail, texture and design. While there are other electronics hidden, they are controlled by a master remote or a “smart” computerized system that integrates other systems like HVAC, window coverings and security. For the majority of us, those luxurious systems are but a mirage.
Data indicates that people are entertaining at home in greater numbers than before and style has infiltrated homes.
With today’s economic climate, there is a shift in consumer mindsets and spend- ing patterns—even downstream from the “ultimate” home entertainment experience. Data indicates that people are entertaining at home in greater numbers than before and style has infiltrated homes large and small. Flat-screens are everywhere—particularly now that they come in a variety of price-points—making them accessible to the masses. Consumers who might have hidden a TV in a cabinet now hang the TV on the wall like a piece of art.
While Sony was the first CE company to realize the importance of style, Apple has emerged as the catalyst for trend-setting. It was the first to introduce sleek white laptops followed by colors, instead of the typical gray. While many companies produced MP3 players, Apple’s iPod caught people’s imagination. It was hip and sim- ply designed. Accessory vendors quickly jumped onto the bandwagon with attractive cases, holders and accessories. It got people to consider smaller systems, like iPods with speakers or other types of hybrid products. For example, Internet Radio/Wi-Fi radio now comes in attractive form factors for any environment like Logitech’s sleekly styled line of Squeezeboxes available with a color screen in a gloss black housing.
The Female Influence
Similarly, Apple raised the bar for cell phone design and disrupted the wireless ecosystem with the launch of its iPhone and App store. Gone are the days when it was good enough for CE companies to offer a one-size fits all solution or when CE was largely a male bastion with products designed for the male population and marketed in male-oriented language.
Today digital camera and cell phone makers pay close attention to form factors, color and making products more accessible and understandable. Style and functionality are as important as megapixels, speed and power. Look at the diversity and breadth of the Nikon line of products including its popular Coolpix series.
Females also are inspiring CE style as they emerge as forceful purchasing decision makers. Their influence will continue to grow in multiple roles as partners, spouses and mothers and with purchasing responsibilities for their parents or, at the other end of the spectrum, for tween fashionistas.
There are other areas of the home where styling and electronics are converging, particularly in the kitchen as it becomes the hub for home entertaining. At a time when there is less disposable income for lattes, contemporary designed cappuccino machines from makers like Illy and others are finding their way onto kitchen counters. The Illy machine looks like something out of a robot movie and it comes in a choice of colors including maroon and green. Similarly, new refrigerators from Bosch have softer lines around the edges and come in a variety of bright colors as well as in more subdued tones.
“Connecting with the Evolving Consumer” was the title of a marketing conference sponsored by Wharton, during the first quarter of 2010. While a central point was that branding and value matters in an escalating competitive battle for wallets, companies will need to connect to these increasingly diverse consumer audiences on their terms. Aside from features and value, style is one of those “feel good” purchasing criteria. We’ve come a long way from gray computers, handsets like bricks and white as the only color choice.
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