By Lee, Jung
Kia Color Team
Color design is about creating something that will appeal to the public or awaken their desire. It requires the ability to tap into consumer’s consciousness. To come up with the right colors for the new Sorento, Kia relied on the advice of dealers and marketers around the world, and the opinions of domestic and overseas design clinics.
To come up with the exterior color, 20 new Sorentos were painted in different hues. During evaluation, they were rated on how they look indoors, outdoors, in different weather conditions and whether or not the colors suited the vehicle itself. The designer’s preferences and recent color trends also helped define the direction.
Muscle Beige accentuates the new Sorento’s strong yet elegant style but distinguishes it from conventional colors in its segment. The always popular White was tweaked to deliver luminance and clarity. Titanium Silver is the trend du jour while Java Brown is a popular color in the US market. Blue Jean and Spicy Red offer eye-popping choices.
The key consideration for the interior color was finding Kia’s identity. Dozens of samples were made and reviewed to find which would best symbolize Kia’s young-at-heart and adventurous brand image. In the selection of the wood grain, sleek looking black wood or wood with a realistic texture were favored over traditional wood patterns.
The new Sorento represents the start of the journey to define Kia’s color identity. The objective is to create a color that will be identifiable as Kia, in addition to inciting an emotional connection and excitement.
※ Editor’s note: Color availability will vary by countries.