PRODUCT DEVELOPMENT CASE STUDIES
NEW COLOR DEVELOPMENT & UPDATAING
engaged by an global CPG company
with the challenge to develop a color system for a new product category introduction
scope: 12 months for phase 1, and overall 36 months
The company developed a new category and approached LH COLOR to create a color portfolio that would align with trends, be compatible with existing sub-straits, relevant to customer preferences and versatile in how the colors combine and/or layer. The project involved studying consumer existing preferences and usability of the product across multiple home environments; identifying trends influencing the product; developing a color strategy and a color portfolio, patterns, packaging and marketing communication applications for testing; conducting user research and leveraging research feedback to recalibrate the color offering prior to launch (Phase 1). Post launch involved monitored color receptivity in the market and expanded color selection to accommodate new trends and consumer interest.
COLOR SYSTEM STRATEGY, DEPLOYMENT & MONITORING
engaged by a international building product company
with the challenge to establish company color leadership
scope: 12 month to Phase 1, and on-going
The company decided to change their offering from selling a product that would be colored when installed to selling a pre-colored product. LH COLOR commissioned to develop the color system for this new offering with the identified need to balance multiple, and at times opposing, requirements. The new color system had to be geographically-sensitive, inventory-efficient, trend-relevant, competitively-differentiated and effectively-diversified to allow for innovative color combinations. LH COLOR conceptualized a color system where all colors could be mixed with others to create a large number of new combinations with only several colors in the palette. A market study was conducted to identify consumer use of the product across relevant geographies. Once developing the color system, a second phase market study was launched to validate the colors selected and the color combination methodology at the heart of this innovative color system. A soft launch was followed by national launch, developing the relevant communication materials to introduce the new system, teaching the sales force, and educating consumers how best to leverage the colors, and continuously validating receptivity through sales and user base growth. On-going, periodic updating of the color offering is employed to sustain the company’s color leadership.
NEW COLOR SYSTEM DEVELOPMENT
engaged by a global stainless-steel flatware and tabletop products company
with the challenge to develop a color offering that best supported user behavioral preferences
scope: 8 months
The company developed a new solid dinnerware product line and requested LH COLOR to develop the color offering. The project covered studying competitive offerings to identify leadership pathway and differentiation opportunities, defining the scope of colors for the market segment, establishing the color language for the category balancing trendiness and newness with user preference and lasting appeal.