Design & Technology / Product
Finding colors that appeal to customers’ emotions June 11th, 2010
By Kia Color Team
The colors that highlight the individuality of Sportage were not born overnight. To find hues that would satisfy global customers, designers held countless meetings to create color packs tailored for each region. Their tireless efforts helped produce a character color unique to Sportage that would appeal to drivers’ emotions. The focus of the entire process was to create a character color that would enhance the all-new Sportage’s profile as a sedan-type CUV for the city, in addition to differentiating it from previous Sportage colors.
Regional preferences were another important consideration to satisfy the different tastes of global consumers. This led to designers from each region working closely with each other to create special packages of color packs. The package for Sportage was created under the concept of fulfilling the needs of a young man in his 30s who enjoys the outdoors and has a progressive sense of style. This description of the target customer guided related work to produce consistency in concept along with differentiation in emotional appeal. In the end, orange was developed into the character color of the Sportage. The understated way that orange demands attention was translated to the exterior and interior of the vehicle to produce the unique character color of Sportage. Orange is a color that is less aggressive than red, is equally appealing to both men and women, and denotes energy. To express stylish sportiness, orange was used as a point color on the steering wheel, shift knob, and mat while black headlining provided a sophisticated sense of unity.
Techno orange was also used as an exterior color to produce color harmony both in and outside the car. Heating row embossing was applied to the seat material in an example of new technologies and new materials, while a high luminance metal color was used for the door center trim, replacing the previous method of wrapping material or plastic injection molding.
The metal color added an original and high-tech finish to the styling. To accentuate the Sportage’s dynamic and refined exterior, a high luminance silver metal was used on the radiator grille and beltline molding. The combination of diverse colors and trim elements formed the core of our work to create a distinguishing look for the sedan-type CUV.