Add color to life. This is a bit of Motorola’s will when presenting its new Edge 30 Neo. The smallest smartphone of the trio unveiled by the American brand on Friday alongside the Edge 30 Ultra and Edge 30 Fusion, it plays the difference card by sporting a Pantone logo on the back.
If you’re not familiar with Pantone, the American company has been the world’s true color standard for decades, and its color chart is used by printers, graphic designers, and any other trade that needs an exact color value (they’re numbered by name). “Pantone XXX”). There are no less than 800 colors in the “pantonier” and, each year, a Pantone shade has the honor of representing the trend for the next 12 months. In 2022, the color called “Very Peri” was chosen, a variation of purple.
And this color will also be that of the Edge 30 Neo. Motorola has teamed up with the specialist to adorn its newcomer with the 2022 tone. And this choice is not trivial. It is not just about giving your device a trendy color to make it stand out, but about relying on a much more important element in the minds of future users.
Pantone color, the reflection of an era
Because the Pantone Colors of the Year are not chosen at random. For months, even years, experts study trends, the general mood of populations, cultural evolution, psychology and other elements to define the tone that will symbolize the coming year, the colorful and instantaneous pulse of the world. It must be said that the repercussions of this decision can be found in fashion, design, cars, photography and now also in technology. It is not for nothing that we often see the same color everywhere, on different products. Launched trend, but also a reflection of a state of mind, companies know that they can thus speak to the emotional fiber of buyers with a color that is supposed to speak to their unconscious. And Motorola has understood it well.
“As a company, we are obsessed with making the best products possible. We have the data and we can quantify the dimensions, screen or battery size, camera megapixels, performance, etc.” explains Thomas Milner, global director of product marketing at Motorola.
The key to success?
According to Motorola, 80% of the human experience is through the eye and color catches the eye. “It conveys a message and a mood, and that can be the key to success,” says the manufacturer. Understanding what consumers want and not just waiting for their order: this is all the thinking started by the group based in Chicago, Illinois. “We will be able to count on Pantone’s experience in terms of trends to understand how consumers will react to what we offer through color and we will be able to organize this upstream”, adds the person in charge of Motorola.
Because it is precisely the information that Pantone transmits through its tone of the year that interests a brand that has bet since its return on the design of its products and the message they transmit while refusing to enter the race of innovations to let people talk about themselves. . Motorola is trying to (re)create an image to seduce new users, as it was successful 20-25 years ago with previous generations. Because while its notoriety is still strong around the world, it is still struggling to find a place in the smartphone sun. So why not come and put some color on it?
In this, the association with Pantone can be a bold bet to “return to fashion”. “We surveyed consumers and 85% of them told us that color influenced their purchase decision,” says Thomas Milner, who also likes to point out that most buyers put protective covers on their phones. . “But we know that the finish of the material and its color are extremely important in the choice.”
And Pantone meteorologists had announced Very Peri for 2022, symbolizing “digitized life,” creativity and inventiveness. That’s good, the Edge 30 Neo is aimed at a fairly young and dynamic population, looking for a compact smartphone (6.3-inch pOled screen with 120 Hz refresh rate for maximum fluidity in reading and mobile games) without compromising power (Snapdragon 695 5G processor, 8 GB of RAM and 128 GB of storage) and possibilities (dual rear photosensor, which includes a 64-megapixel main sensor with optical stabilization, and a 32-megapixel front sensor; Compatibility Ready For to use your smartphone on an external display over a wireless link). It offers Dolby Atmos compatible 3D sound through dual stereo speakers and a 4020 mAh battery for more than a good day of use.
Three other colors are offered in the same vein, in Pantone colors: Ice Palace, a silver gray that symbolizes luxury and longevity; Aqua Foam, an organic green that aims to be “asexual and modern”; finally Black Onyx, which represents security, elegance, sophistication and protection.
Motorola announces that Pantone will not be just for the Edge 30 Neo. We can expect to see the arrival of the Limited Edition Color of the Year on other models, and no doubt a long-term partnership thereafter. For now, it will also be possible to put your interface in the Pantone color of your smartphone or another tone.
Price and availability of the Motorola Edge 30 Neo
The smartphone is offered at 399 euros in September in four colors (Very Peri, gray, pastel green and black).
An introductory offer valid from September 30 to November 13, 2022 adds a Lenovo Smart Clock 2 voice assistant and charging base as well as a €50 cash back offer on any purchase.
Source: BFM TV
