國人最愛iphone,顏色偏愛黑和白
Apple: go slow on that tutti-fruiti thing! The first survey data is in and Apple fans may not be thinking as differently as the company expected. The Polar polls on the topic of “ iPhone colors” has brought into question Apple’s colorful approach to the new iPhone launches.
蘋果請注意：先別急着推出繽紛水果色的東東吧！第一份相關調查數據已經出爐，果粉可能未如蘋果公司預期的那樣口味各異。Polar公司對“iPhone色彩”這一話題進行的民意測驗表明，蘋果在新版iPhone的發佈中採取的多色彩策略是否奏效，尚存疑問。As of last night, Luke Wroblewski from Polar told me that they had, “ collected 6, 811 opinions from about 1, 100 unique voters.” Based on the current results, it appears that among the bright colors for the iPhone 5C, the order of preference is cyan, lime, banana and melon. But in polls between the bright colors and white, white wins by a 3-to-1 margin. Similarly, for the more sophisticated 5S palette, black is the clear winner over silver, but both black and silver win by almost a 4-to-1 margin over champagne/gold.
前天晚上，Polar公司的盧克•羅博烏斯基（Luke Wroblewski）告訴我，他們“收集了約1,100位獨立投票者提交的6,811個答覆。”基於當前得出的結果，看起來對於iPhone 5C所採用的鮮豔色彩來說，人們的偏好依次是寶石藍、青檸綠、香蕉黃和西瓜紅。但民意測驗還顯示，在鮮豔色彩和白色中，白色以3：1的比例勝出。同樣，對於更爲精緻的5S配色，黑色明顯比銀色更受歡迎，但黑色和銀色雙雙以約4：1的比例勝過香檳色/金色。My current tallies for the 5C show Lime 497 vs Cyan 772; Banana 640 vs Melon 544; White 836 vs Cyan 308; and White 250 vs Banana 87. For the 5S I show Black 951 vs Champagne 253; Black 681 vs Silver 531 ; and Silver 913 vs Gold 257.
我當前得到的各種顏色5C的得票數爲：青檸綠497；寶石藍772；香蕉黃640；西瓜紅544；白色836，寶石藍308。而對5S，我得到的數據是黑色951：香檳色253；黑色681：銀色531；銀色913：金色257。
What’s going on here? It is possible that the sample size is not large enough to be significant or skewed in some way. More likely though is that the data reveals the essential conformity among iPhone users. Most of us don’t want to stand out. This is where Apple’s marketing around the color choices will be interesting.
這是怎麼了？可能樣本量不夠大，因而得出的結論不具有統計學意義，或者說在某種程度上是有偏頗的。然而更有可能的是，數據揭示了果粉中最根本的一致看法。我們中大多數人並不希望如鶴立雞羣般搶眼。這就是蘋果圍繞色彩選擇所採取的市場營銷策略中，頗讓人感興趣的地方。It is possible that once the colors get out there in the wild that people will be more comfortable with the new choices. One would imagine younger people being more attracted to the bright colors and the fashionable to the gold. Hopefully Apple’s quantity orders are in line with consumers’ initial preferences and will expand with their interest.
一旦這些繽紛色彩出街，人們對這些新的選擇會更加適應，這也是有可能的。我們猜測比較年輕的用戶會更愛鮮豔的色彩，而時尚一族會選擇金色。不過幸好蘋果的訂單量會與消費者最初的偏好保持一致，隨着他們感興趣程度的上升再擴大投放市場的數量。There are many ideas about where the ne bright palette come from. I suggested Kandinsky and the early abstractionists yesterday, others have pointed to the Windows Phone. Wroblewski, father of a small child, has found a unique reference point: the Hungry Hungry Hippos game! So far though Polar voters find this connection more likely a “coincidence” than a specific “design intent.”
對於這些明豔配色的靈感源於何處，人們有着很多看法。我認爲源自康定斯基（Kandinsky）和早期的抽象派藝術家，其他人則指出是Windows Phone。已有一個小孩的羅博烏斯基則找到了一個非常特別的參照點：《飢餓的河馬》（Hungry Hungry Hippos）遊戲！而眼下來說，Polar民意測驗的投票者認爲這種聯繫更可能是一種“巧合”，而非有意的“設計意圖”。
