Why is the iPhone 12 Blue “plastic”?

Apple’s new product launch on October 14, known as “the Spring Festival Gala of fruit powder”, the latest iPhone 12 finally unveiled the mysterious veil in the endless calls. However, many blue colors in the matching color make complaints about the “cheap”. Feel plastic! There are also a lot of mischievous comparisons among netizens. Apple’s image of “tall and tall” that Apple has painstakingly created for iPhone has collapsed by more than half. Apple’s top management, including Tim & middot; cook, is certainly unexpected. To be fair, netizens’ intuition, in a sense, does reflect some industrial design principles. Blue plastic not only gives people the feeling of being cheap, but also easily reminds people of something that is not very clean. This psychological feeling can even be externalized into an uncomfortable physical experience. And in fact, many low-cost plastic products do deliberately use dark blue to make, because it can cover up impurities and defects in poor raw materials to a certain extent, so as to further reduce the cost. The relationship between plastics and cheapness can be traced back to 30 or 40 years ago. At the beginning of the reform and opening up, China’s consumer industry production system has just started. Many products are designed not for the aesthetic feeling and user experience, but for capital “cost”. < p > < p > once upon a time, “plastic blue” was the youth memory of a generation of Chinese teenagers, and was also the “standard” photographer of consumer product design in the early stage of reform and opening up. Today’s designers are familiar with the application of plastic materials, such as smooth surface, matte surface, or mix and match glossy and matte surface, spray rubber paint, etc UV, etch dermatoglyph, as well as a variety of coating play. However, these methods were all cost-effective, which were not just needed at that time. At that time, as long as the product can be made and used, it will be OK. < / P > < p > no etch, no bright surface, no spray paint or UV. No matter it is etched or glossy plastic, it is necessary to post-treatment the mold, or sun or polish, or spray the finished product. No matter how low the labor cost is, the material and process cost must always be included. Therefore, the plastic shell of the product always looks foggy. It feels smooth, but it doesn’t look shiny. At that time, most of the molds of those plastic products could be used for mass production only after the simplest spark treatment. Therefore, a lot of bright plastic products have been created. However, if we relax the dimension of historical time, we will find that the “plastic feeling” that we ridicule and dislike was once synonymous with “tall” and “avant-garde”. < / P > < p > it should be emphasized that the “plastic feeling” we are talking about today is not the same thing as the “plastic feeling” of the post-war design explosion. For the western developed countries of that era, “plastic sense” is the presentation of the rapid development of the economy to the near bubble state. It is the exploration of the maximum possible use of materials without cost. But for us, the sense of plasticity is a means to reduce the cost of single goods under the premise of catching up with the rapid popularization. < / P > < p > the World War II promoted the great development of science and technology, and also significantly affected the demand of the whole society for emerging consumer electronic products after the war: in human history, there was no other kind of product that urgently wanted a large number of high-quality designs with a sense of Science and technology and a sense of future. With the rise of Futurism and engineering design after World War II, plastic, metal and plywood, which are full of modeling imagination space, undertake the expectations of human beings for a better life and become the main force to shape a colorful new world. At that time, the “plastic feeling” was not only not cheap, but also became an imaginative representative of liberal and optimistic science and technology. It can be seen that the added value of design concept and materials is closely related to the times. Braun, Alessi and apple, which are popular today and emphasize the sense of design, have launched products full of “plastic feeling” < / P > < p > however, with the progress of processing technology and the abuse of plastic, this kind of “cheap but democratic” material gradually makes people feel aesthetic fatigue. With the rise of the metal material, alumina alloy, which is more difficult to process but has better texture. < / P > < p > that’s one of the reasons why he was so surprised when Jonathan put the prototype of the first iPhone in front of jobs. When you are in the tail of an era, you will scream when you see the application of a new material in actual products. This aesthetic standard and trend soon spread to all kinds of consumer products in the world. Overnight, oxidation colored aluminum alloy appeared on all kinds of products, large and small. < / P > < p > in order to distinguish the two eras and show their cognition of products, a new word “plastic feeling” appeared from the street to the media. Just as people call the “surprise” and “expectation” in their hearts as “sense of design”, people also begin to call their dislike of the old age “plastic sense”, which refers to the low-priced commodities with “no metallic luster and no more abundant process treatment”. In fact, this is not a matter of which is better or worse. It is just the choice of the times. But as a result, for our generations, this kind of plastic which lacks metallic luster has been stamped with cheap steel seal and become the “collective memory” of several generations in a period. < / P > < p > at this point, if we look back at the blue color of the iPhone 12, we can understand how this sudden burst of Internet Group ridicule is going on. < / P > < p > first of all, there is no way to restore the visual effect of a product to the naked eye after several layers of translation, such as ambient light, lens of mobile phone or camera, and screen of CMOS, mobile phone or computer. This is also the reason why the designer must go to the factory site for repeated debugging and comparison when adjusting CMF.

, such as iPhone 5C, was also known as “plastic sensation” at the beginning of the release. But after seeing the real machine, apple actually make complaints about the quality of the ceramic. This is not only a simple field adjustment, but also involves the study of the formula of plastic raw materials. < / P > < p > to confirm this, I went to the apple experience store to observe and play with this iPhone. Although the personal preferences of this color will be different, but to say the consistency with the official website pictures, I think there is no bias. However, the effect shown on the official website map is slightly green, while the feeling of the real machine is calm and correct pure blue. < / P > < p > however, because the back of iPhone 12 is made of clear glass, and the color is made on the inner side, this will lead to quite different visual effects in different ambient light under the reflection and refraction of glass layer. As a result, there are different colors presented by netizens and media. Unfortunately, in this series of colors, we are familiar with the “trash can blue”. < / P > < p > naturally, starting from a color matching photo of “trash can blue”, we can’t help but associate with the bad experience brought by those cheap products. This gap has suddenly become a hot topic under the amplification effect of social media, and even the conjecture of “is the color overturned because of the designer’s resignation?” which makes people in the industrial design industry cry and laugh 。 Continue ReadingVideo Number assistant internal test online! Four functions let you send 1g video on the computer