When the Material & Color Become Part of the Product Story:
The CMF Approach: the real differentiator
In the world of product design, Color, Material, and Finish (CMF) are no longer just afterthoughts—they have become key differentiators. CMF design not only affects how a product looks and feels but also plays a crucial role in how the product connects with consumers on an emotional and functional level. When CMF is integrated into the design process from the start, it helps craft a product story that resonates with the market.
Sustainability, Transparency & Expression
Rethinking Consumer Expectations
Today’s consumers are more informed than ever before. They have a keen awareness of sustainability and are often skeptical of superficial “greenwashing” claims. As a result, they seek authenticity and transparency in the products they purchase. This shift means that CMF designers must consider not only the materials themselves but also how they align with sustainability and ethical sourcing.
The real challenge lies in balancing conscious and subconscious choices. While conscious decisions are often driven by practical factors like functions, the subconscious—shaped by emotion—is what truly sets a product apart. This emotional connection, crafted through thoughtful CMF design, becomes a golden ticket to differentiation.
The FFF Formula: Function + Form + Feeling
The Power of Multi-Sensory Engagement
A successful product is one that appeals not only to logic but also to emotion. The FFF (Function + Form + Feeling) formula emphasizes that design should engage the senses. Consumers respond to how a product feels in their hands, how it looks in their home, and even how it smells or sounds.
By engaging all five senses, CMF design can create a multi-sensory experience that deepens a consumer’s emotional attachment to a product. It’s not just about aesthetics—it’s about how a product’s material and color make people feel.
Material + Color: The Building Blocks of Storytelling
Transformative Power of CMF
The combination of material and color can transform a product. These two elements are essential to building a compelling product story. Material affects the product’s tactile experience, durability, and sustainability, while color influences how the product is perceived and emotionally experienced. Together, they contribute to the identity of the product, giving it a unique voice in a crowded marketplace.
Consumers may not always articulate why they prefer one product over another, but material and color play significant roles in shaping those preferences, often on a subconscious level.
The Benefits of Integrating CMF Design Early in the Process
Holistic Design Approaches
Incorporating CMF design into the early stages of product development provides several benefits. First, it allows for early testing of materials and colors, ensuring that they align with the product’s functionality and emotional appeal. This early-stage testing helps prevent issues later in the process, such as feasibility challenges or mismatches with consumer expectations.
Proactive CMF design reduces the risk of costly changes further down the line and ensures that the final product is cohesive, both aesthetically and functionally.
Feasibility + Emotion: A Necessary Balance
Navigating Practical Constraints
Feasibility and emotion are inherently linked in product development. A product’s color or material might be on-trend, but is it feasible for the specific application? When a product marketer /designer selects a trending color, do they fully understand the material’s limitations or whether it can be produced at scale?
CMF designers must balance these competing demands, ensuring that emotional appeal doesn’t overshadow practical concerns. A color might look perfect, but if it fades over time or isn’t durable enough for the intended use, it undermines the product’s success. Similarly, materials must not only feel premium but also meet performance standards.
From (polymer) Granules to Branding: The Upside-Down Approach
Crafting from the Core
CMF design takes a unique approach that can be described as “upside-down.” Instead of starting with the brand and working down to the product details, it begins with the smallest components—like polymers or individual materials—and builds upward.
This granular approach allows for a deep understanding of how materials, textures, and finishes interact with each other, shaping not just the look and feel of the product, but also its overall brand identity. When executed well, CMF design turns a simple product into a powerful tool for storytelling and branding, creating a deeper connection with consumers.
Collaborating with Industry Leaders for Advanced CMF Solutions
Customized and innovative color solutions
In our pursuit of excellence in CMF design, we’ve established a strategic partnership with a leading masterbatch manufacturer known for their expertise in polymers. This collaboration allows us to access cutting-edge material innovations, particularly through their state-of-the-art color lab. The color lab plays a critical role in fine-tuning and developing custom color formulations, ensuring that every shade we select not only aligns with our design vision but also meets strict performance standards. This partnership enables us to push the boundaries of what’s possible in material and color design, delivering products that are not only visually striking but also technically sound and market-ready.
When CMF design is fully integrated into the product development process, it becomes much more than just a superficial layer. It evolves into a key driver of innovation, differentiation, and emotional connection. By focusing on the intersection of material, color, and finish, brands can create products that not only meet consumer needs but also stand out in a competitive market. CMF is the future of product storytelling—and it’s here to stay.
