For product designers, it’s important to consider not only personal preferences but also the way in which products will be used. “Certain colors should not be used in certain contexts,” Saller explains. “For example, using the color red in a medical context doesn't make sense, because this color excites the emotions and speeds up blood circulation. So here I prefer colors that look cool. They have a calming effect and also look clean and pure.” Another crucial factor is whether the product can be stored away or stands in a room permanently. For example, a stove is seldom very brightly colored; its color is generally plain and discreet. If people want color accents, they’ll use things like a mixer, a telephone or smaller decorative items such as a brightly colored little table or a yellow vase.

In many areas, the younger the customers, the more colorful is the product design. “Children often prefer bright, clear colors,” confirms Eva Vitting, a professor of design at the Aachen University of Applied Sciences. “Every individual has his or her own favorite color combinations, which may change in the course of a lifetime.” In product design influenced by Western taste, characteristics that are considered indications of high quality include minimalism, functional forms, and restrained colors. “In societies that value education and individuality, simplicity often expresses a sense of style. Color is given up entirely, and flawless material in its pure state has a powerful effect,” explains Vitting.

For the target group known as the Lohas (Lifestyle of Health and Sustainability), the honesty of a product is important. ”A cell phone that contains no heavy metals, has been manufactured with environmental friendliness in mind, can be recycled, and has a tiny carbon footprint will never be pink,” Saller confirms. “For the European market it would instead be produced in white — a color that’s also in demand today for fuel-efficient cars.” In this context, pearlescent pigments, when used judiciously and with a light touch, are regarded as an expression of high quality. “Pearlescent pigments are very important because they make products look elegant. However, in order to do so they have to be used sparingly,” says Saller. Vitting agrees: “If we want pearlescent colors to be associated with naturalness and sparing use of resources, a particularly sensitive selection of color nuances is needed.”

Wolfgang Sinter’s new coffeemaker no longer needs to be white and plain. After careful consideration, he chose a silver one. It looks good in his freshly painted kitchen, and its coffee tastes just as good as the coffee made by his old machine.