Mobile phone manufacturers are busy inventing colors
2022-05-13
What color do you think of when you mention the word "journey"? In the past, it was hard to imagine that some abstract concepts would be used to describe color, but now, this strange collocation is common in the name of mobile phone color matching. Color has become a must for mobile phone manufacturers, and color name is the top priority. Style, texture and imagination space are indispensable. The end result is that many words "look beautiful" appear in the color table of the new mobile phone, but seeing these names, consumers can imagine not the color of the mobile phone, but the way designers rack their brains. In this article, we will restore the persistence of mobile phone manufacturers in inventing colors and the color dispute in developing the market by counting the names of more than 270 color matching models currently sold by the top ten mobile phone brands in China. The color can be similar, and the name must not be entered What color is your mobile phone? Ten years ago, this should have been a very simple topic. Black, white or blue, the mobile phone market has few colors to choose from, so the answer is in a very small range. Today, although the relationship between mobile phones and daily life is closer than before, the owners of mobile phones may not be able to call their "scientific names" of mobile phones. A black mobile phone can be either black, elegant black or shining black, or it can be called moonlit black, fluorite black or obsidian warrior. On the one hand, new colors and backplane materials are emerging, presenting more options in the process of arrangement and combination; On the other hand, mobile phone manufacturers are trying to highlight brand characteristics in mobile phone color matching, rather than using the same color matching as their competitors. After all, compared with the performance, function and size of the mobile phone, it is easy to make a different appearance and color. However, the colors that are good-looking and suitable are limited after all. Even if we want to innovate, we can't ignore users' preferences, so mobile phone manufacturers began to go another way—— If the color itself is not distinguishable enough, define it by name and invent a color, starting with a new name. Color list launched by mobile phone manufacturers in recent years, source Author On reflection, the way mobile phone manufacturers invent color can be divided into two groups. The first school is conservative, and its overall style is more traditional. On the basis of indicating the color, some images or concepts are used to slightly modify the color. For example, ceramic black, graphite black, moon night black, starry night black, more abstract are hurricane black, night shadow black, secret land black, and some do not know whether they are expressing humorous names, such as titanium black, Kai black and black hole. Conservative named sense of humor, sometimes need aftertaste. For example, there is a mobile phone with a color called fluorite black. Most people don't know what color fluorite is, but if you want to inquire, search engines will tell you that fluorite is one of the most colorful stones. It's hard not to remind people that the name fluorite black is not a hint of the legendary boss's favorite "colorful black". The second school is the flying school. Its overall style is more heroic. It is named after the spirit of catching turtles from the sky and the moon. Strict classification is inseparable from the boundary. For the boundary of the two sects, you can temporarily set it as whether you can guess the color at first glance. Some unpredictable names, source Author It's hard for you to guess the color of the name taken out by the flying sect, such as the boundary of the blue sky, the vastness of the sky and the prelude to the glacier. It sounds full of tension of space and time. In just four words, it condenses many incomparably vast and magnificent concepts, but I just can't imagine what a mobile phone with this name looks like. There is also a way of naming, which does not pursue momentum, but pays more attention to charm. For example, the three colors of the same series of a brand are named LAN, Zen and Xuan respectively. If they can't be the longest, they should be the shortest. As well as the "post-80s generation" and "post-80s generation" Zhang junran, as well as the "post-80s generation" and "post-90s generation" Zhang junran, who is also known as the "post-80s generation" and "post-80s generation". Hedgehog commune made statistics on the color matching of 270 mobile phones from 10 mobile phone brands, and selected the favorite common word top3 of contemporary mobile phone manufacturers. (Note: 1. The same color matching of the same brand will not be counted repeatedly, but only the new color matching will be counted; 2. The same color matching of different brands will not be de duplicated, but will be included in the count; 3. The statistical range is the current models on sale of 10 mobile phone brands, which are manually counted by the author for reference only.) High frequency Chinese character ranking, source Author The Chinese characters ranked third in parallel are "fantasy" and "Jing", with 14 appearances, accounting for 5.2% of the utilization rate. "Fantasy" and "environment" have no actual image, at least not a word that can imagine the appearance when hearing the concept, but at the same time, they have an ethereal feeling. Therefore, they are favored by mobile phone manufacturers when they invent color names. Blue sounds too common, it's called magic blue; White sounds too monotonous, that is called dream white; Every manufacturer has black, which is called magic night darkness; Purple is nothing new. It's called phantom purple. "Jing" often appears in the four character color matching, such as Qijing forest, dreamland dawn and Galaxy secret land, creating an atmosphere that I can guess what color I lose. It is worth mentioning that "fantasy" and "realm" often appear in pairs, and "fantasy" tops the vocabulary list with six appearances, pushing down words with practical meanings such as dawn, dawn, mint, velvet, Aurora and Xinghe. No matter which manufacturer comes from, almost all the styles with the word dreamland in their names are gradient colors, which may be because dreamland has a mysterious and colorful temperament? The second Chinese character is "Star", which appears 20 times, with a utilization rate of 7.4%. The word star is most often used as a modifier for black or blue, such as starry night black or starry river blue. Oppo and vivo have both launched starry night black color matching; Xinghe is chosen to name blue. If there is a dream word in the name, it is mostly the gradient of blue and pink purple. Compared with "fantasy" and "realm", "Star" is, after all, a Chinese character with actual meaning, so the color named by it also needs to take into account the actual image related to the star. In the list of commonly used words for mobile phone color matching, the first Chinese character is "light". Among the 270 new color names, the word "light" appears 22 times in total, with a utilization rate of 8.15%. About every 12 new color names appear, one name carries light. After all, the color of light is determined by the wavelength, and the color of things is determined by its ability to reflect light. When used to name color, it can be called versatile. In our statistical samples, there are sunshine, starlight, moonlight, Aurora, lake light, dawn, electric light, streamer, floating light and time. From concrete to abstract, it has everything, like a Chinese word assembly with light words; The colors named by "light" are also varied, green, purple, black, white, blue and indescribable. In short, when naming, "light" is a brick, where to move. So far, we must have been able to take out the most popular, popular and popular color name. The Chinese characters with the highest comprehensive utilization rate are called "dreamland starlight". The color of this new phone has not been checked temporarily. Closer to the glory is the "streamer mirage" launched from series 30 and the "Mirage starry sky" launched from series 60. The name repetition rate is as high as 75% after data analysis (random). Although hedgehog commune has no strength to enter the mobile phone manufacturing industry for the time being, it is not easy to invent the popular color. We decided to find our design colleagues to see the feasibility of making the "Mirage starlight" work card sleeve. When I asked her to try to imagine the color of "Mirage starlight", she paused for a moment, then sent a screenshot and asked me, "is it this?" The corner of "dreamland starlight" in the design imagination of hedgehog commune History of mobile phone discoloration Looking back on the history of "discoloration" of mobile phones, when there are major innovations in performance or functions, color often takes the second place and becomes the less important factor; When the performance and functions of mobile phones at the same price gradually converge and can not provide sufficient new highlights, mobile phone manufacturers will create new colors again and again to prove the necessity of the existence of the new series. Even if it is a close color, take out different names. The black in the previous series is called moon night black, and the black in the new series is called starry night black; The white in the price 1000 + series is called Star Diamond White, and the white in the price 2000 + series is called velvet white. Therefore, in recent years, mobile phone manufacturers have been busy concocting a large number of new colors. Many of the names of colors have never appeared and are searched in the search engine. The only relevant result is the mobile phone named by the new color. Color change is nothing new for mobile phones. In the pre smartphone era, color once became an important factor affecting mobile phone sales. In 1998, Nokia, the mobile phone giant in the former smartphone era, launched the 5110 series, which is Nokia's first case changeable mobile phone. It has the "follow your heart" function and can change the color case at will. There are up to seven colors to choose from. Map source network Unlike today's smart phones, which can only make an issue on the back panel color, Nokia's color shell can replace the front and rear shells at the same time, which led the wave of color shell phones at the beginning of the new century. Since then, Nokia has launched a number of mobile phones that support shell changing, and "Xpress ontm" has become one of its iconic features. In addition to today's colors that look old-fashioned due to high saturation, Nokia has also launched a series of more design colors. For example, in 2008, Nokia 7510a series came out. In China, this flip phone is translated into modern pop series. The colors that can be changed at will include "emerald green", "whirlwind blue", "intoxicated red" and "Mocha Brown". The naming method is no different from hundreds of smart phones at present. Map source network In 2008, when the modern pop series brought four exquisitely designed color shells to consumers in one breath, Apple's latest generation of smartphone iPhone 3G was officially launched, with only black and white colors. This year, the global sales volume of iPhone 3G will exceed 10 million, while the global sales volume of Nokia mobile phones is 468 million, with a market share of more than 38%. But the situation is changing rapidly. In 2011, only the iPhone 4S in black and white colors came out, with a shipment of more than 70 million units that year. Since then, the annual sales of Apple's new computers have entered the era of 100 million units. Although Nokia still holds the top position among mobile phone manufacturers this year, almost everyone knows that the change of times is a foregone conclusion. The position leader has the power to define fashion. At the beginning of the era of smart machines, apple closely bound black and white with smart machines. The c8500 launched by Huawei in 2011 has only one color of black, and the u8660 has two colors of black and white. The flagship aircraft ascend P1 launched in 2012 also has two colors of black and white; Samsung's Galaxy S series launched in 2010 added pink to black and white, and returned to black and white when it launched i9100 in 2011. In the era of conservative color matching of smart phones, Nokia is one of the few brands that still adhere to the color shell
Edit：Li Ling Responsible editor：Chen Jie
Source：ciweigongshe
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