Some things stick in your head for a while and it seems that 3AM is the hour, for me at least, when realization hits. We've talked about getting to the deep emotional insights of why your female customers purchase, or would want to purchase, the products or services you provide. Yesterday's Taser story made clear that personal safety, pitched woman-to-woman, was a powerful motivator. But why the pink exterior, why the music? Most would say that it's because women are fashion-conscious or they want the latest cute gadget (can Swavorski crystals be far behind?) but I think its something deeper in this case. Acknowledging the very real threats to a woman's, especially a single woman who lives alone, personal safety by purchasing and carrying a weapon is heavy stuff. Every time you open your purse or briefcase, there's the reminder: this world is a place where I am physically vulnerable, no matter my income level or professional degrees or even street smarts. So maybe, if this weapon comes in friendlier, fun colors, or plays music, I can pretend when I spot it that it's just a cell phone or MP3 player, something I use to make my life easier, and not go down the road of picturing myself as the victim of a violent attack. Does this occur on a conscious level? Probably not. I have no evidence and would hope, would love, if Taser probed the issue further but it's something to consider in viewing those who prefer these superficial design elements as shallow or even frivolous. Perhaps pink has a purpose here.