focus group research also indicated that consumers would find a smaller capacity washer acceptable because low-income families do laundry more often. Because Brazilian housewives like to wash floors underneath furniture the ldeale sits high on four legs as opposed to resting on the floor as most conventional units do. Perhaps the most significant thing that the ldeale design team learned from its research was that form matters too.As Emerson do valle vice president of Multibras explained We realized the washer should be aesthetically pleasing it's a status symbol for these people The team selected a rounded design with a yellow start button and blue lettering on the control panel. Because white is widely associated with cleanliness in Brazil the ldeale in only available in white.