In the BLINK of an eye, we make a snap judgement when choosing a product. We instantly know if we like it or not. Studies suggest that people make a subconscious judgment about a product’s visual appearance within 90 seconds of initial viewing and up to 90% of that assessment is based on color alone. Color is a powerful marketing tool. Color attracts attention. Color creates brand recognition. Color creates brand loyalty. And in our complex world, color alone is not satisfying the masses anymore. Times are changing and so are consumers. Our lives have become more complex. And in response, we crave more sophistication in our products. We want them to look good, to feel good and to reflect the personality that we want to project to the world. This is done through colors, materials and finishes that are combined to create a certain personality of the product. And the same product can have multiple personalities with different color, material and finish treatments. BLINK-iD has been studying consumer preferencReiko Morrison is a Color, Material, Finish Expert and Business Consultant who is a master at observing trends as well as technology developments and translating these insights into CMF on products in specific consumer markets. What sets her apart from other trend services is that she curates the trend analysis and CMF strategy to the client's needs and provides focused trends and strategy that relate directly to her client's brands, their target consumers and the products they offer. With 23 years of experience in product development and working with CMF for 16 of those years, Reiko has developed strategies that help streamline the color decision process so that clients can make decisions based on research and intellect rather than subjective opinion. By analyzing the consumer and target market landscape, she helps companies choose the appropriate colors, materials and finishes for their products that will help them be the game changer in their industry. Her clients include: Microsoft, HTC, T-Mobile, Western Digital, Belkin, Harman/Kardon, Infinity, JBL, Avery Dennison, LEGO, Interlink Electronics, Kanex, OGIO, Volvo, Speck Products, Pelican, BMW/DesignworksUSA, Blue Microphone, EarLens, Mesh Collective, Y Studios, AWOL, Pebble Technology, Johnson & Johnson, Procter & Gamble and Honeywell. Specialties: • Trend Research, Analysis & Translation • CMF Strategy • Competitive Analysis • Product Positioning • Color Studies (Colors, Materials & Finishes) • Custom Color, Material & Finish Development • Vendor Sourcing & Vendor Liaison • Technology Audits • Color measurement and standardization

Work Samples

Work History

  • Founding Member / CMF Strategist

    Mesh Collective is a global alliance of creative professionals with a diversity of expertise in brand strategy, socio-cultural research, trend forecasting, CMF strategy, material research and development, and manufacturing technology.

    We believe that effective research into socio-cultural influencers and consumer attitudes, as well as enabling technological advancements in color, material and finish in the design process, can provide our clients with unique insights that can be translated into effective solutions to suit relevant market needs.

    Founded by Y Studios, we are a team of founding members and collaborators with complimentary skill-sets. We have a shared mission to provide a seamless approach to research-driven design innovation and new product development: from macro strategy to design implementation and production feasibility.

    Our collective has extensive experience working in USA, Europe, Asia and Latin America, creating experiential solutions for multinational corporations and small start-up companies.

  • Color, Material, Finish Consultant

    • BLINK-iD
    • Dec 2001 - Present (15 years 11 months)

    In the BLINK of an eye, we make a snap judgement when choosing a product. We instantly know if we like it or not. Studies suggest that people make a subconscious judgment about a product’s visual appearance within 90 seconds of initial viewing and up to 90% of that assessment is based on color alone.

    Color is a powerful marketing tool. Color attracts attention. Color creates brand recognition. Color creates brand loyalty.

    And in our complex world, color alone is not satisfying the masses anymore. Times are changing and so are consumers. Our lives have become more complex. And in response, we crave more complexity in our products. We want them to look good, to feel good and to reflect the personality that we want to project to the world. This is done through colors, materials and finishes that are combined to create a certain personality of the product. And the same product can have multiple personalities with different color, material and finish treatments.

    BLINK-iD has been studying consumer preferences for colors, materials and finishes for many years now. Every product can be a blank canvas, that colors, materials and finishes are applied to, in order for a certain expression or attitude to emerge. BLINK-iD knows how to get consumers to love a product - in the BLINK of an eye.

    BLINK-iD wants to help companies choose the right colors, materials and finishes for their products that will attract attention, create brand recognition, and create brand loyalty.

  • Color, Material and Trend Consultant

    • Belkin
    • Mar 2007 - Aug 2012 (5 years 5 months)

    Developed corporate color strategy for hard goods by standardizing the color palette, creating standards, implementing color measurement tools, training staff to measure, document and communicate color matching clearly. Develop color strategies, based on current trends, user lifestyles and environments for individual product lines. Assist soft goods color development. Provide trend research and inspirational content for both hard goods and soft goods teams.

  • Color, Material, Finish Strategist and Trending Consultant

    • BMW Group DesignworksUSA
    • Jan 2012 - Apr 2012 (3 months)

    Consulted with the Munich office, providing conceptual material and finish solutions for mobile devices. Developed conceptual sketches that explained each idea visually, with in depth descriptions of the materials, processes and capable suppliers. The conceptual sketches were helpful to the ID team which took the ideas further, developing for production.

  • Color, Material, Finish Strategy and Trend Consultant

    • T-Mobile
    • Dec 2009 - Oct 2011 (1 year 10 months)

    Develop CMF direction for T-Mobile's OEM partners based on current trend research. Create annual trend forecasts that were used by internal design/marketing teams and external OEM design teams. Create CMF presentations for internal reviews and sign off. Develop CMF strategy for T-Mobile's internal Creation Center. Develop road map product planning used internally to align all business groups.

  • CMF Team Leader

    • HTC
    • May 2006 - Feb 2007 (9 months)

    Team leader of color, materials and finishes department for HTC (High Tech Computer), an ODM/OEM of smartphones and PDA's in Taiwan. Responsibilities include trend research/forecasting, vendor research/sourcing/liaison, CMF strategy, CMF library creation, CMF definition for production, CMF prototyping and staff training. Responsible for 2 other CMF designers.

  • CMF Consultant

    • O2Studio
    • 2004 - 2005 (1 year)

    Provided project support doing trend research, custom color matching and development, digital presentations, color studies, client and vendor liaison. Most notable project was the Xbox 360 for Microsoft.

  • Product Designer

    • Hauser Industrial Design
    • Nov 2000 - Dec 2001 (1 year 1 month)

    Industrial designer responsible for conceptualization, design development, project management, color development and design research.

  • Brand Design Manager and Designer

    • Ashcraft Design
    • Nov 1996 - Aug 2000 (3 years 9 months)

    Designed products, managed and directed programs for Harman/Kardon, JBL, Infinity, Diamondback Fitness and Avery Office Products. Developed color, material and finish coherency standards for Harman/Kardon, Infinity and JBL while acting as vendor liaison. Also involved in marketing and developing proposals. Developed strong client relationships and increased company profits.

  • Design Assistant

    • Ron Rezek Lighting
    • 1992 - 1996 (4 years)

    Developed custom lighting designs with architects and interior designers. Managed the
    production on custom jobs, engineered parts, fabricated prototypes, ordered
    stock and custom parts and vendor liaison.

  • Industrial Design Intern

    • Mattel
    • 1995 - 1995

    Created concepts for musical, outdoor, nursery starter, ride-on, learning toys and activity gyms. Presented own concepts to marketing, engineering and design teams. Some concepts used at focus groups with parents. Also responsible for cost analysis.

Education

  • California State University-Long Beach

    • BS Industrial Design
    • 1992 - 1996
  • Georgia Institute of Technology

    • Industrial Design
    • 1990 - 1992

Specialties

Awards

• Bronze IDEA Belkin Conserve Family • Gold IDEA, IDSA Good Design, Chicago Antheneum Museum, Popular Mechanics, CES 2000 Innovations Infinity Prelude • CES 2000 Innovations Infinity Intermezzo • CES 2000 H/K AVR 7000 and CDR 2 • I.D. Magazine Onna (Thesis project)

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