Understanding Color Panel Preferences for Foldable Smartphones

Client

A leading global smartphone manufacturer with a strong presence in the premium and foldable smartphone segment, known for combining design innovation, advanced mobile photography, and seamless user experiences.

Objective of the Study

The client wanted insights on flagship smartphone users through premium foldable smartphone consumer research, focusing on their preferences, expectations, and aspirations.

In addition, the study focused on specific factors shaping user preferences and influencing purchase choices, such as:

• Color delight factors influencing their current device choices, with emphasis on how premium shades and finishes shape perceptions of exclusivity and brand identity.

• Pain points from past foldable and non-foldable smartphones, particularly around durability, hinge design, and limited variety in color options.

• Consumer expectations to refine the next-generation foldable smartphone strategy, highlighting the role of distinct color panel designs in driving desirability and upgrade intent.

The ultimate goal was to align product strategy with consumer aspirations and strengthen competitiveness in the foldable smartphone market through comprehensive smartphone research.

Research Methodology

To ensure robust and reliable market insights, the study adopted a qualitative research approach, outlined as follows:

• Approach: In-depth offline interviews (IDIs) conducted at central locations.

• Sample Size: 17 high-value respondents.

• Target Respondents: Male users aged 25–35, comprising 60% professionals and 40% self-employed businessmen. All were decision-makers, personal users, and knowledgeable about smartphone photography.

• Device Ownership Criteria:

  • Device X: 2023 – mid 2024.

  • Device Y: 2022 – mid 2023.

  • Device Z & others: From launch date till present.

• Locations: Delhi and Bengaluru, with three days of fieldwork in each city.

• Interview Duration: 1 hour per session.

Key Findings and Learnings

The study revealed critical insights into color preferences, consumer pain points, and purchase behavior, outlined below:

Color as a Differentiator

Consumers strongly associate color panels with premium appeal, exclusivity, and brand identity. Foldables are expected to offer finishes distinct from standard smartphones.

User Pain Points

• Perceived fragility and heavy build, which reduced confidence in daily usability and portability.

• Concerns about hinge durability and visible crease lines, raising doubts about long-term reliability.

Limited color variety compared to traditional flagships, leading to fewer options for self-expression.

Delight Factors

• Bold, premium shades appealed to business professionals, reinforcing a sense of exclusivity and authority.

• Younger professionals favored elegant, trendy tones, reflecting their style and contemporary preferences.

• Device color and finish were viewed as an extension of personal identity and lifestyle, making aesthetics a central purchase driver.

Purchase Behavior

While online discovery plays an important role, offline retail experiences remain crucial for final purchase validation. Shoppers value physical interactions with the device and expert guidance at stores before completing their purchase.

Market Nuance

Respondents showed willingness to upgrade more frequently if foldables offered fresh, distinctive color options and improved durability compared to non-foldables. This suggests that better design and durability could drive faster upgrades.

Business Implications for the End Client

These insights empowered the client to translate consumer expectations into actionable strategies across product design, market positioning, channel engagement, and consumer segmentation:

• Design Strategy: Launch aspirational, exclusive color palettes for foldables.

• Positioning: Highlight durability improvements alongside premium finishes.

• Sales Channels: Enhance retail experiences in Delhi and Bengaluru with premium displays and guided consultations to better engage metro consumers.

• Segmentation: Offer bold shades for executives and lifestyle-oriented hues for younger professionals.

By leveraging these insights, the client was able to position its foldable devices as both aspirational and practical, accelerating acceptance among premium smartphone users.

Conclusion

The study highlights that the color impact on smartphone purchase decisions is significant, especially for foldable smartphones. Premium buyers in metro cities expect devices that balance durability with aspirational design.

By introducing distinctive finishes, addressing hinge and durability concerns, and strengthening offline retail experiences, the client can boost adoption and solidify leadership in the foldable smartphone market. These insights provide a clear roadmap for next-generation foldable product strategy.

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