I imagine it drives engineers nuts. They spend all their hours trying to understand how the interaction of material and shape can produce an objectively better ride, doing hard stuff like math and testing, and then a designer comes along and slaps an eye-popper of a paint scheme on a competitor’s bike and suddenly they’re getting outsold 2-to-1. For all our talk about what makes one bike better than another, we all want to look good.
In the ’80s that meant splatter schemes and sparkle, neons and contrast. These days everything is either matte black or some permutation of the classic black/white/red. Bicycle aesthetics work in these small spirals, everyone seeming to riff on one color-way or one basic pattern, until some brave bastard dares to do something both different and repeatable.
I like geometrical shapes. I don’t care for splatter. Diagonals bother me. The Pegoretti above floats my boat. I don’t necessarily want to grab your attention with my bike, but if you do happen to look, I want my bike to be both sharp and unusual. I don’t want it to look like yours, but I don’t want it to look like a Ferrari Testarossa either.
Coming up with the next big thing is tough. I’ve been involved in projects like picking a season’s new colors. What you discover quickly is that, to do it right, you can borrow from no one. You have push out into the new and hope your idea of new somehow resonates with the masses.
It is possible that features and benefits are important, that engineering is, for some people, the thing that inspires their want, but I have been told for years that people buy things emotionally rather than rationally. And, my experience suggests that nothing inspires that emotional buy-in quite like a slick paint job or an elegantly crafted line. It is hard to feel compelling emotions about a bike’s stiffness, not impossible, but hard. Of course, in the best examples, engineering and design converge, but these are rare and precious, and usually very expensive.
This week’s Group Ride asks, how important are looks to you? Have you ever convinced yourself you wanted a bike based on a rational analysis of your needs, only to be swayed by a pretty paint job on another ride? What do you think looks good? How much will you pay for it? And have you ever bought a great ugly bike, only to watch it sit in the garage, because you just didn’t feel inspired to ride it?