As a global innovation and design firm with multiple offices that work on a range of consumer and medical products and services, Continuum had long been engaged with the process of making their work more environmentally responsible. But a few years ago they began to get questions from their clients that they couldn’t answer. “A lot of clients were coming to us and asking how the consumer felt, wondering how consumers made decisions about sustainability,” says Kelly Sherman, design strategist. “We wanted to be an advisor on that conversation and needed a better point of view.” In September 2007, Continuum embarked on a year-long research project that could help explain how and why consumers made those sustainable choices. They named the project Colorblind.