I want to focus on a simple idea that can make your product stand out from the competition. Be a contrarian in your market has many benefits. Stop doing what everyone is doing. Stop the herd mentality and escape from the commodity death spiral.
The example I'd like to talk about is the latest iMac. It has a feature that got people talking when it was revealed.
The use of Color
They are colorful and lively but that isn't what was making people talk. Did you notice something else?
It's the white bezel around the screen. It was a polarizing design choice.
If you think about Apple's other product lines it's not that strange to see a white bezel. Their phones and tablets have had white bezels.
What do you think? Should computer displays have a certain appearance?
Primary State of A Product
Before we talk about this we need to ask an important question about design philosophy. What is the primary state of a computer and its display? Is it when it is off and sitting on your desk? Is it when it's on and you're browsing the web, or using productivity software?
Now let's look at the screens in those two states. Which one looks better? Let's look at them with the screens turned off?
Which looks better?
Now, with the displays on.
Image: pxhere.com
Which one looks better?
Is there a right answer here? No,
Here are 4 reasons it is a good idea.
It's a nod to the OG of the iMacs, the Bondi blue iMac. It was colorful, playful, and approachable. At the time it completely flipped the personal computer world upside down. This new line with the colors feels lighter, playful, and fun just like the original. It's much less serious and austere than the previous model. I like this direction. It creates more separation from the Pro line of products where the strictly black and silver is more appropriate.
The iMac is instantly recognizable. Apple intentionally chose to be different and do the opposite of the industry. It falls in line with their principles. There are many benefits to doing this. It is harder for consumers to price shop and prevents the iMac from becoming a commodity product.
Free advertising: computer blogs and articles will be talking about it because it is different and polarizing. Apple has never cared if its design choices were what consumers wanted. They have high internal standards and guide the user into the future.
For the consumer it allows them to reflect on the fact that they are also different from the masses. Their aesthetic taste is unique and refined. Their products reflect who they are and what they believe. By defending their purchase they are creating an emotional connection to the product. That is the ideal product & human relationship.
Negative Opinions
Negative opinions about your future products are a matter of perspective. Don't let it sway your decision making process. Make sure you follow the principles of good design if you are going to ignore opinions. A bad product is not what I am talking about here.
Do you want to get people talking about your product? Do something unexpected, something your competition won't do. Yellow Tail wanted to make wine for people who don't drink wine. They ignored the flavors that make wine great according to the experts and serious wine drinkers. They asked non-wine drinkers what flavors they like instead. An easy drinking wine was bottled and became the best-selling wine in the world.
Break from the industry standard, Be different. Pop out from a sea of me-too products. Tie it into your heritage, connect it to a functional benefit, get some free advertising, create an aesthetic that enables your consumers to convince themselves that they are different and unique and that they make better choices than their peers.