Give Every New Appliance a Clear Role in the Range

Before I spend time discussing colours or packaging for a new kitchen appliance, I want to understand what job it will do in the brand’s range.

That sounds straightforward, but “we would like something new” leaves several decisions open. Is the product intended to replace an existing model, reach a different price point, serve a different household, or introduce a category the brand does not yet offer?

Each answer leads to a different brief.

A replacement needs a clear reason for existing customers to move forward. An additional model needs a difference that makes the choice understandable. A new category needs a credible connection to the brand and a reason for its audience to consider buying it.

I find it useful to start with one sentence: “This model is for ___, who need ___, and it sits alongside or replaces ___.”

The sentence does not prove demand. It exposes assumptions that need checking before development becomes more detailed.

Next, I would place the candidate beside the closest products already in the range. I would compare the intended use, size, controls, cleaning requirements, appearance and planned retail position. The aim is to explain why a buyer would choose one over the other.

For example, a smaller appliance might make sense for someone with limited counter space. But that position needs checking against its usable capacity, storage requirements and everyday handling. A smaller housing alone does not establish a useful advantage.

CMF decisions become more purposeful once that role is clear. A familiar finish may help an additional category belong to the collection. A different treatment may support a distinct position, provided the overall range remains understandable. I would be cautious about asking colour alone to explain the difference between two otherwise similar models.

Then comes the launch scope. Every additional colour or version brings its own quantities, references, packaging details and stock decisions. I would ask which options are essential for the intended customer and which can wait until there is better evidence.

That evidence might come from retailer feedback, structured customer conversations or results from the brand’s existing range. It should be specific enough to influence a decision.

At LUMEX, this is where I believe the journey from colour board to container should begin: with a clear reason for the product to join the range. That reason gives design, purchasing and supply partners a shared starting point for the work that follows.