Article / Wang Xinxi
These sky blue version of the iPhone 12 color scheme is on fire, once on the first place of the hot search list.
Many netizens in the order of iPhone 12 sky blue after the arrival, left and right or ugly, said that they want to return the 12 sky blue was flirted with underwear blue, environmental blue, slippers blue, etc., social media is full of fast air.
Apple has always been is actually a master of color marketing, is this time Apple's color marketing to turn over? Not necessarily.
Apple has long known the true meaning of color marketing
We know that when it comes to Apple's color marketing, it started with the 2013 release of the iPhone 5C.
Before iPhone 5, Apple's minimalist style was only black, white, and silver. iPhone 5C brought five colors for the first time: blue, white, green, yellow, and pink, but due to the 5C's product positioning problem, the product was cheapened, and of course the color scheme would be cheapened as well, and as the saying goes, "the skin does not exist, the hair will be attached," and the color marketing failed at that time, and the users did not buy it.
In the past, Lee Hojeong, a color expert at second Map, said that if you have the insight to use color to interpret and analyze the market and customers, you may find new opportunities in the market and find different answers.
In just 7 seconds, color is 67% of the determining factor. This is the rationale behind "color marketing".
In fact, since the iPhone 6 series, Apple has found the true meaning of color marketing.
In fact, since the iPhone 6 series, Apple has found the true meaning of color marketing. This has become a new tactic for Apple to drive sales - on the one hand, playing with color in the color scheme, and on the other hand, changing the flagship model every year to a very colorful branded color, to strengthen the recognition of the new product's most distinctive color.
Because Apple found that users, especially Chinese users to buy new iPhones, many have borrowed the iPhone to add social identity attributes of this demand, if the new generation of iPhones can not be in the appearance of the design highlights the differentiation with the previous generation of iPhone, sales are often not as expected, which is reflected in the iPhone 7, 8 series is relatively obvious.
And in the case of product form innovation, the introduction of new colors with great impact and recognition to catch the eye of consumers and impact the consumer's desire to buy is one of the most simple and direct way.
Apple adds a new brand color every year, which almost gives most users an unspoken agreement - to buy an Apple phone with branded features!
Starting with the iPhone 6 series, the main additions to the iPhone were the classic colors of Tudor Gold, Rose Gold, Gloss Black, and Red. He iPhone6 series of rustic gold momentarily became the most recognizable label in the cell phone color war, and later in the iPhone XS series, compared to the X series of increased gold, iPhone XR color up to 6 kinds of black, white, coral, yellow, blue, red.
And the iPhone 11 series of new dark green can be considered to be following the iPhone 6 gold series, Apple color marketing the most successful one iPhone, because the dark green this color is the iPhone 11 series of the most new recognizable, but also the most eye impact of a cell phone, then once launched, iPhone 11 Pro dark green The iPhone 11 Pro Dark Night Green has been snatched up several times, and the Apple official flag was replenished four times overnight at that time.
Apple has fine-tuned its color strategy this year, with several colors of backsplash toned down in saturation - the gold of the Pro is close to white, the red leans toward watermelon red, and the green becomes a light green.
The sky blue of the current iPhone 12 series has become a completely different and highly recognizable color this year, which is actually a continuation of Apple's color marketing strategy.
Many users have seen the color of the product through its official website or at the launch event, and felt that it was really advanced. But after arriving in the hand but found with many daily life products color collision, began to have another view: like just out of the dye tank.
But the truth is, this Klein Blue is really Apple's take on current trends.
The Klein Blue color scheme is actually a color block that fits Apple's ethos
From a color marketing perspective, a product needs to find a color block that fits its ethos in order to better maintain its brand identity and recognition.
Color affects consumers on an emotional level and has a real impact on products and sales. In the past, OSI believed that if a company could really make a certain color become the identity color of their brand, then it would have a stronger visual identity and a competitive advantage.
Whether it's Klein Blue or Dark Green, it's a color block that fits Apple's ethos, and it's more visually identifiable, even as it drives up the value of the new product.
Because from the point of view of Apple's new product retention rate, the price of different colors is different, and the ease of selling them is also different. Looking at the pricing and retention of new iPhone products in the past, every popular color of iPhone that just came out would be up for grabs, and that new product would be priced a little bit higher than the other colors for the next year or two, whether it was new or used.
And since colors like Tudor Gold and Rose Gold were already available in the iPhone 5 and 6 series, gold is no longer popular in the later years, and the value retention of this color should be relatively poor.
Apple's aim with the azure color is to create its own new fashion breath on the one hand, and on the other hand through the azure color to signify a sense of technology and future.
The color blue itself is reminiscent of the sky and the ocean, symbolizing wisdom, serenity, and distance, with qualities of trust and loyalty. Blue itself has a technological attribute, which is an interpretation and symbol of technology and futuristic.
The point of contention today is that the blue of the iPhone 12 clashes with a series of cheap products in life, resulting in a low product. But in fact, this is also a different aesthetic, because the iPhone 12 series of this blue is quite accurate "Klein blue".
The so-called Klein Blue is from 50 years ago, the French artist Yves Klein (Yves Klein) in the Milan exhibition exhibited eight of the same size, coated with similar ultramarine pigment panels - and this synthetic resin mixed with blue pigment to get a highly saturated color is also officially defined as Klein! The viewer is mesmerized by the impact of this powerful blue.
And "Klein Blue," which appears in most of his works, paintings, and sculptures, has been described as the most perfect expression of blue, and around 2007 became a favorite on the spring/summer runways of the fashion world - Dior, Givenchy, Balenciaga, Emilio Pucci and Alberta Ferretti, from clothing to bags, jewelry to decorations, this gorgeous "Klein Blue" appeared.
Today, in 2020, Klein blue has once again swept into the fall and winter fashion home, luggage and clothing design, in this year's fashion home design, Klein blue is also widely used.
And the spring/summer 2019 show, Dries Van Noten, Tod's, Emporio Armani and other luxury brands once again let this "Klein blue" back to the tide - ready-to-wear, bags and other items on the The color Klein Blue is a big part of the clothing, bags and other items.
So you can see that Apple is very sensitive to fashion trends. But at present, because of this kind of Klein blue is people flirting with the construction site cap, trash cans and a series of life common cheap items "color collision", immediately let a lot of people feel the loss of senior sense. This may be unexpected by Apple.
But I think this does not mean that the iPhone 12 series of Klein Blue color to cool, more likely to be a precursor to the sale.
The more you troll, the more you buy: where the unsettling economics of the iPhone come from
From the past pattern of people flirting with spoofing the iPhone's new design, the more you troll, the more you spoof, and the hotter the topic is, the more the public buys.
In 2014, compared to iPhone 5, iPhone 6's screen got longer, and people started to troll and spoof it - the future iPhone may get longer and longer!
Various spoofs of the iPhone's lengthening continued to come out, but it didn't stop the iPhone 6 series from becoming Apple's best-selling generation at the time.
Later the launch of the iPhoneX series of bangs screen, this time the design is once again not popular, the industry began to sing the Apple iPhoneX, many spoof bangs screen emoticons and pictures have come out, and even many people think that this design will be quickly discontinued, but the iPhoneX design has since been copied by peers, becoming the industry standard, the iPhoneX series has also become the first The iPhone X series also became the first series to break the price of 10,000 yuan and at the same time, but the best-selling one.
This could be called a puzzling economics phenomenon that happened to the iPhone.
This has led to curiosity on the part of otherwise oblivious users, coupled with a likely aesthetic reversal due to lowered expectations.
Because from the law of fluctuating social network hotspots , social networks play a big role in guiding people's information reception and selection, the public in the social network gradually formed a kind of desperately chasing hotspots, looking for paragraphs to make fun of the psychological phenomenon of spitting.
And the popular interpretation of a harmless hotspot and paragraph, The trend of the topic will not always follow a single route, but with the advancement of the topic, often will eventually show a reversal of the popular attitude, in fact, in the past a lot of hot events, the network hot topics have followed such a pattern.
Anthony Ripper, senior vice president of SAP's Business Customer Solutions division, once made the point that a person's Twitter feed or a person's status update can be amplified by the power of social media - until that sentiment " wings" becomes a "hurricane" of viral impact.
After all, this is the butterfly effect of social networking.
After all, this is a butterfly effect of social networks. But in China, the situation is a bit special, the Chinese social network has a hundreds of thousands of millions of fans of the big V or opinion leaders as communication nodes, if these communication nodes in the same period of time to focus on a certain event, can quickly lead to agree with the statement and point of view of the fans to forward to share.
For example, based on the topic of "iPhone 12 blue", a group of digital microbloggers followed up this hotspot with iPhone 12 blue unboxing and daily garbage cans, underpants, and other blue pictures to promote the sharing of each communication node, and the "iPhone 12 blue" topic showed a rapid spread. The iPhone 12 blue topic is rapidly spreading, and many users' curiosity and desire to talk about it have been aroused, so the butterfly effect of social network radiation viral communication has occurred.
In the "snowball" effect, the interpretation of the color has a different direction, and many viewers have a different view under the low expectations. The sky blue color of the iPhone 12 is derived from the "Klein Blue" and is therefore understood by more users and sold directly to Yves Klein. Yves Klein's untimely death at the age of 34 was hailed by New Yorker art critic Peter Schjeldahl as "France's last artist of international importance."
As Klein's life has become more widely known, opinions about the color scheme have been trending toward positive aesthetic interpretations, with current users reversing their opinions - "How many consumers know the term Klein Blue? Feeling cheap stems from a lack of knowledge as well as a level of consumer appreciation that hasn't been reached yet. ""This confirms that consumers do need to be educated."" ......
Because of the iPhone12, about the artist Klein and Klein Blue's past life in the next period of time may become another topic of the iPhone12 towards, when many users when they know that the blue color of the iPhone12 is from the hand of a late great French artist, but also in recent years the popular color scheme of the luxury goods market, the iPhone12 Sky Blue The color scheme may become premium again in the eyes of users.
As Klein Blue becomes known to more users, the public's aesthetics of the color scheme will likely show a reversal at a later stage, with positive reviews gradually being served up, and later on in the development, the evaluations are likely to be polarized, and Apple will have successfully taken over the color scheme at a brand level.
Although Huawei's nova 3e was released in the past in the color scheme of Klein Blue, it is clear that the brand stereotype of "Klein Blue" = Apple's debut in the cell phone industry is likely to take over in the minds of the users, instilled in the public psyche.
And from the perspective of color marketing, the color is selected just to better fit such a user consumption expectations, but this feeling transmitted to the consumer level may be biased - but if it is in the color scheme and the product if the occupation of the high-end brand tone, and with the user social needs to combine, does not affect its success in the later stage.
As the national tweets deepen, it's likely to be one of Apple's big sellers this year in a classic colorway. We'll see if we don't believe it.
By Wang Xinxi, TMT senior commentator This article is not reproduced without permission My WeChat public number: hot micro-assessment (redianweiping)