The confluence of color and design is a fascinating topic, one that has sparked endless philosophical discussions about the nature of palettes and their effect on everything from psychology, physics, and cultural gestalts. The author William Gass devoted an entire book to an exploration of the color blue. This post is about black.
Black is the color of the Thinkpad and ThinkCentre. It has always been so since their introduction in the early 90s, a color which, at the time, was a significant departure from years of white, grey, and beige colored computers. Why did these visionary computer designers select black? The design of the first Think computers emanated in Japan, in the Yamato design center. The inspiration for the black rectangle was the ubiquitous, and highly functional bento box, a beautifully simple black lacquered form used for centuries by the Japanese to carry and present food. Simple idea, but far from simplistic.
When black was proposed as the color, there was some debate. Noted graphic designer, the late Paul Rand (who designed the IBM and ThinkPad logo among others), was a strong proponent of black, and even wrote a passionate essay on it's significance:
“During this century [20th] many individual artists, architects, and designers have rebelled against the convention use and misuse of black. However, the prejudice against this color are still sufficiently strong to require a discussion of the properties of black and a vigorous defense of its many virtues.”
Given the portability of notebook computers, one can’t deny that to some extent we are what we carry. Can a notebook be considered a fashion accessory, as important to one’s image as a purse, a briefcase, or necktie? Can we make assumptions about a person’s status, their income, their power from what they hold in their laps in the waiting area around Gate 23 in the C Concourse? Would a man carry a pink notebook? Would a woman carry a pink one? Is a black notebook the safest bet, the “little black dress” or electronic business suit of the boardroom? There are certainly practical arguments for black – notebooks get handled, they get dirty, a black cover will hide fingerprints – but I believe there is something more sublime, something about the infinite austerity of working on a machine that carries, what Paul Rand termed, “the common denominator of a multicolored world.”
Have we ever been tempted to diverge from the path of black? Those discussions have been had, prototypes have been built, but we haven’t strayed. Will we ever? Will we depart from our signature color? Apple did this spring when it offered a black MacBook (at a price premium by the way) in addition to its ubiquitous pure white. Is black truly a differentiator, a signature element of the design? Or is it just another color. Bill Gates is famously credited with dismissing the design of the NeXT computer in the mid-1980s by offering to take a can of black spray paint to the then standard beige box for anyone who desired a black computer.
Lets face it, black is a color forever linked to power, style, purity and success. It worked for Johnny Cash.
David Hill