Colouring Perceptions: A Premium Foldable Smartphone's Design Put to the Test

Client

A leading player in the smartphone industry, known for camera innovation and user-first design guided by user-centered design research and emotion-led product design.

Objective

In the increasingly competitive foldable smartphone segment, the player set out to refine the visual identity of its upcoming foldable device, with a focus on foldable phone aesthetics and design-driven innovation. With two distinct colour variants - White (W1) and Grey (G1) - in consideration, the objective was to decode consumer design psychology, consumer behaviour, emotional resonance, and smartphone finish options that would guide final product development.

The study was designed to:

• Identify Preferred Colour Variant
Determine which colour resonated most with the target audience and why, contributing to effective colour strategy consulting.

• Understand Emotional and Practical Associations
Uncover how colour aligns with personality types, usability concerns, and premium device trends influencing purchase decisions.

• Pinpoint Rejection Drivers
Explore the key reasons certain colours were dismissed - from hardware aesthetic appeal to functional concerns like phone texture preferences.

• Guide Product Design and Brand Positioning
Equip the brand with insights to finalize aspirational product styling and shape creative product positioning narratives.

Methodology

Research Design:
Qualitative, in-depth interviews (IDIs) focused on sensory perception, tactile design elements, and lifestyle-based design choices.

Sample Size:
16 respondents

Respondent Profile:
• Affluent urban tech adopters aged 25–45
• Current users of premium foldable smartphones (e.g., Fold 4/5, Open devices)
• Style-conscious tech buyers with strong opinions on smartphone personalization and modern device styling
• Spread across Delhi, Mumbai, and Bangalore

Key Insights

1. Colour Preferences – White (W1) vs. Grey (G1)

• White (W1):
Perceived as vibrant, premium, and distinctive. The matte vs gloss finish and silky surface texture gave it a mobile elegance factor. It resonated with users seeking uniqueness and visual standout, reminiscent of luxury smartphone colours and creative device styling.

• Grey (G1):
Considered elegant, understated, and professional. The matte-frosted texture suited those with minimalist tech preferences or formal aesthetics. It matched well with the steel body of the device but lacked a visual storytelling factor for some.

2. Why They Chose It

White (W1):
• Striking and Distinctive – Considered attention-grabbing and aspirational
• Premium Feel – Compared to luxury tech consumer gadgets and designer accessories
• Modern Aesthetic – Looked fresh, fashionable, and aligned with smartphone fashion trends

Grey (G1):
• Sophisticated Appeal – Felt refined, serious, and mature
• Personality Match – Resonated with tech lifestyle alignment for those preferring subdued tones
• Functional Advantage – Better at concealing dust, scratches, and fingerprints
• Industry-Linked – Popular among professionals in finance and corporate circles, reflecting buyer perception analysis

3. Why They Rejected It

White (W1):
• Perceived as prone to dirt and wear
• Felt less masculine to some users
• In certain lighting, it came off as toy-like or dull
• Lacked the perceived ruggedness of darker options, affecting elite consumer insights

Grey (G1):
• Branded as too common and generic
• Missed uniqueness – “just another grey phone”
• Lacked vibrancy or a standout factor
• Suggested that a matte finish with improved grip texture would enhance hardware aesthetic appeal

Voice of the Consumer

“This is the first time I’ve seen such phone surface textures on a device—it’s eye-catching and premium.”
— Brand user

“White feels refreshing and different—matches my style and feels high-end.”
— Brand user

“Grey is solid. Matches the steel inside and feels like something built for professionals.”
— Brand user

Strategic Implications

1. Design Finalization

Consumer preferences highlight a need for balance:
• White suits expressive, modern users who seek distinction and reflect foldable phone elegance
• Grey appeals to subtle, practical luxury user personas who value polish and professionalism

Recommendation: Consider offering both variants - with refinements like:
• Gloss-enhanced White with anti-stain coating for added visual storytelling in tech
• Deeper Matte Grey with improved grip for enhanced tactile design elements

2. Marketing Narratives

• Use White in lifestyle campaigns emphasizing uniqueness, creativity, and innovation-led product strategy
• Position Grey as a choice for professionals, highlighting durability, simplicity, and elegance

Mobile brand storytelling through influencer-led demos and real-world user feedback can enhance relatability across segments.

3. Texture as a Differentiator

Texture, often overlooked, emerged as a core factor in perception. Phone texture preferences and grip quality strongly influenced premium perception. Future strategies should amplify design research strategy through visual identity research and real-world insights.

Conclusion

In order to enhance its brand strategy, this colour response study provided the player with nuanced direction to finalize aesthetic choices for its next-gen foldable. By blending design-driven innovation with functional considerations, the brand now holds a competitive edge in tailoring both product design and go-to-market messaging. White and Grey - though contrasting - each hold their own market, tied deeply to style-conscious buyer personas and mobile product differentiation.

Looking to bring user-centered insights into your design decisions? Connect with Market Xcel to co-create smarter product experiences driven by real human preferences and brand identity evolution.