building tools Sony’s new color television model was tested in October 1967. After years of intense labor and many sleepless nights, we stood back and watched as the incredibly bright screen overflowed with dynamic color. Everyone could only stare at the screen in silent amazement as Ibuka and top directors arrived breathless in the lab from running through the building. The new Sony® Trinitron® TV had been born. 2.2 p. 33 When we use color, we aim for maximum emotional color impact. The Sony color palette has been carefully crafted to carry this emotional robustness into functionally appealing design. Bringing color into the world and enriching our emotional lives has long been at the core of Sony.