Don't think that other high-tech companies haven't been paying attention. In fact, Apple has sued at least two imitators for copying the iMac's design. Computers and other technologies change so fast that more equipment makers now feel changes on the inside have to be reflected on the outside. Even companies that prefer more somber tones, such as Dell Computer and Compaq, mount exhaustive searches to locate just the right shade for their machines. But it's not as simple as picking a good-looking tint off a paint chart.
Designers say there's much more to finding the right color than prettiness.
The selection has to reflect a company's image, be appropriate for a given product, and be in harmony with the product's surroundings. After all, the sky isn't going away, explains Leatrice Eiseman, executive director of color consultancy Pantone Color Institute. Purple signifies creativity and spirituality, Eiseman says, while silver connotes modernity. Each color creates a story. Colors are notoriously fickle and regional.