Ch26. Unwrapping CMF Design on Naming Your Color
Oxford Blue, Space Gray, Apple Green, Coral Red, Sunshine Yellow… These popular names are fine if there is no unique request, but if otherwise, how do you name your colors? (中文版)
CMF is a specific discipline within industrial design that focuses on the development of a product’s color, material, and finish. Unwrap CMF shares bite-sized stories of CMF Design to inform and inspire those interested in this niche yet fascinating field, with digestible contents for anyone and everyone.
𝐒𝐭𝐞𝐩 1️⃣ Speak of the mood: Color and material is a strong visual language, so is 𝒍𝒂𝒏𝒈𝒖𝒂𝒈𝒆. If used right, words can stimulate sensory and emotions matching to the CMF intent. For example, Icy Blue is not just about a pale shade of blue, it is also about the coolness of the material, and the frostiness of the finishing.
To jump-start with naming, I find it easier to start with brainstorming: “What does this CMF remind you of?” and then work it down the way to emotions. If it reminds you of candies, then it’s about sweetness, joyful moments, childhood memories, holiday gathering, and so on and on. With this method, you wouldn’t be drought with inspirations.
𝐒𝐭𝐞𝐩 2️⃣ Avoid negativity: A tricky wording game that is 🤓 No one is going to buy a sad product, so for example, instead of “lonely”, use another word that provokes the bravery of being solitary, or the peacefulness of a calming state.
𝐒𝐭𝐞𝐩 3️⃣ Keep it understandable: Yes, you want it to be special, but don’t over-drive creativity with naming. After all, it is for the mass audience. Being too fancy might risk your chance of being recognized.
If this color name is used during product development and you are working with a global team, also make sure the name is pronounceable. You don’t want a tongue-twisting name to mess up supplier meetings.
𝐒𝐭𝐞𝐩 4️⃣ Avoid using brand name: We often use well-known brands to describe their unique colors, such as Ferrari Red and Tiffany Blue, but that is not ideal whether for internal communication or external marketing color name.
First of all, that action can lead to copyright concerns, or make your brand seem like a copy cat. Also, from an execution perspective, products in the market usually have somewhat level of color differences between batches, so if you use their products as color reference, there is a chance that people are holding reference samples that are different from the ones in your hand, and leads to possible miscommunication.
Therefore, if top management or client ever ask to reference a color from another brand, act fast to define a color of your own, and immediately give it a new name for future communication.
𝐒𝐭𝐞𝐩 5️⃣ Don’t forget about M & F: Aside from color hues, the surface finishing of the material is just as important in CMF. “Brick Red” as an example, it hints a warm shade of orange-red, as well as the rough sandy texture. Therefore, it wouldn’t make much sense to name a high-gloss warm red as “Brick Red”.
𝐒𝐭𝐞𝐩 6️⃣ Cross-check cultural meaning: Lastly but very importantly, keep in mind of color meaning in different cultures and make sure the it does not imply any inappropriate message in other regions (violent, death, sexual, etc.), especially where you products are sold.
An easy checklist for all you CMF genies. I hope all of you find color naming as fun as I do! 😉
Some version of Pantone books also come with creative color names for reference!
Enjoy learning? Use the CMF terminologies mentioned above and continue on with your own research journey on the web. Comments and inspirations are welcome!
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