This page is referenced by:

• 1 media/Pale Pink CGE Mixer.jpg media/Pale Pink CGE Mixer.jpg 2025-03-14T13:30:51-04:00 Mediation: The Impact of Colour 72 image_header 2025-03-27T17:30:13-04:00

  General Electric’s Innovative Approach to Design

  As the kitchen space evolved from a small isolated room neatly tucked away near the back of the home to gradually becoming an important space for socialisation and collaboration in the living environment, manufacturers adapted by producing innovative and aesthetic appliances that streamlined tasks while remaining visually presentable (Geller, 2020). By the 1950’s the incorporation of interior design features such as barstools and eating nooks further reinforced this notion of the kitchen space as an area for social gathering, distinguishing it from its previous role as an environment for solely preparing food (Geller, 2020). As the kitchen transitioned into a communal space, with women spending the majority of their time there, the importance of maintaining a stylish and functional space also resulted in the beautification and innovation of home appliances (Geller, 2020).
  
  
  Within this period, colour became a valuable design asset with vibrant pastels such as pink, green, yellow and blue dominating the industry exemplified by small handheld mixers, milkshake mixers and toaster ovens (Killebrew, 2015). By the 1960s, the increasing rise of women entering the workforce significantly impacted the production of homeware tools with companies marketing appliances such as dishwashers, garbage disposals and freezers as forward-thinking singular tools that perform multiple functions and contribute to easing some of the burden of the domestic workload (Killebrew, 2015). The eye-catching bold colour scheme of the 1950s was eventually replaced by neutrals and harvest gold in the 1960s with appliances such as the hand mixer also following this trend (Killebrew, 2015).

  General Electric's Mix and Match Appliance Initiative

  In 1955 the company introduced their new ‘mix and match’ initiative with kitchen appliances being offered in a wide range of colours (Green, 2019). This extended to the mixers including white and turquoise as an option for consumers (Green, 2019).
  

  The contrast of colour in terms of the packaging vs the product enabled the mixer to become the focal point of attention when interacting with the artefact. The form of the mixer is not visually obstructed by the packaging where customers are obligated to unbox the product to gain a glimpse of it. This allows the mixer to move away from being perceived as solely a functional appliance but rather also appreciating the product for its aesthetics.
  
  Likewise, the packaging also acts as a decorative element expressed through the intricacy of the box and its presentation that enables the product to be propped up and showcased. The use of typographic treatment further affirms this visual language through its cursive and elegant aesthetic. As a result, the intention behind the ‘mix and match’ initiative was that the playful and bold appliances could be utilized in designing a formal kitchen space (Green, 2019). This set the tone for General Electric's progressive marketing that “gave consumers, unmistakably women at the time, choices” (Green, 2019). 

• 1 media/Pale Pink CGE Mixer.jpg 2025-03-27T17:40:38-04:00 The Cultural Shift of General Electric Mixers 25 image_header 7611 2025-03-27T18:15:29-04:00

  The Influence of Space Age Aesthetics

  When unboxing the appliance out of the packaging and physically interacting with the product, it was immediately observed how heavy the mixer was in weight when compared to modern-day mixers. However, the materials and appearance of the appliance are influenced by Space-age aesthetics, a prominent design trend that rose to popularity following the launch of the Sputnik Satellite in 1957 (Green, 2019). The characteristics of this movement are influenced by space exploration and embody sleek visuals by emphasizing boldness and futurism (Themistokleous, 2024). All while producing products from materials that are metallic and reflective (Themistokleous, 2024). Likewise, Space-age aesthetics places a great emphasis on efficiency and functionality while prioritizing designs that reflect technological advancement and forward-thinking (Themistokleous, 2024).
   

  The Emergence of Digital Communities 

  
  Initially, the 1966 GE Mixer Gift Set was marketed and distributed as an innovative appliance with multiple functions. Present day, the appliance has developed sentimental value while becoming a desirable item to add to one’s collection (CoolCollections, 2019). This edition of the mixer is no longer developed or distributed within appliance stores, as now it is typically purchased second-hand through third-party sites such as eBay or private sellers.
  
  
  As the mixer has transitioned in value and application, it has established digital communities of like-minded individuals (CoolCollections, 2019). Through the discovery of social media threads dedicated to these appliances, it revealed how these communities actively collaborate and communicate with one another all while bonding over similar interests (CoolCollections, 2019).