Guitar finishes that strike a chord with buyers: Fender, the world-famous maker of fine electric and acoustic guitars, uses special coatings to enhance the look and feel of guitars ...

From the heart-thumping vibes at a rock concert to the toe-tapping rhythms at a blue grass festival, the versatile guitar takes center stage in America's most popular entertainment venues. For the musician, the feel of the fingerboard, the neck, body and ultimately the sound are crucial in selecting an instrument. But the look of the guitar, its color, styling and finish, are what create the initial allure and attraction to the instrument.

The makers of the world-famous line of guitars and amplifiers, Fender Musical Instrument Company (FMIC), know that it takes a lot more than great technology to attract buyers. Just like a car buyer may review statistics on gas mileage and safety features, experts say it's the color, styling and look of the car that ultimately influence a buyer's decision to purchase. The same holds true in the guitar business, says Richard McDonald, vice president of marketing for Fender at the company's Scottsdale, Arizona location.

"Color and styling have a huge influence with our customers across the board," he said. From the novice student picking out his first guitar to the professional musician, color holds the key.

To keep on top of what appeals to buyers, Mr. McDonald and his staff track trends in the auto and fashion industries. When the automotive industry introduced a palette of pale gold and bronze tones several years ago, Mr. McDonald was quick to apply this trend to his industry.

"We're all influenced by the culture around us," he said. "As artists, musicians are especially tuned in to what's hot and up-and coming." Another more recent trend from the automotive industry is the use of silver. Mr. McDonald applied this trend to achieve the bright hues in chrome red and blue. Both colors are achieved using a silver base coat, which is more crisp and distinct than candy apple shades in red or blue, which have gold undertones.

Playing to the Audience

In addition to paying attention to the preferences of superstar musicians, McDonald is also mindful of what the younger, local talent wants from their guitars. "We noticed that kids were taking their brand new shiny guitars and intentionally marking them up with steel wool to make their instruments look worn," Mr. McDonald said. "For this customer, shiny, new looking instruments are definitely not cool.