Samsung, like always, did a ton of research about consumer smartphone usage habits, and much of that research went into how they designed the Galaxy S6 Edge. Some of that research helped Samsung come to the conclusion that people think checking your smartphone in a social situation is impolite (duh) but people want to have a way to be reached by loved ones in case of an emergency, which is a very reasonable thing to want.
Research showed that roughly 71% of people want a better way to be notified about certain calls or texts, and that’s where Samsung’s “People Edge” comes in handy. When the GS6 Edge is face down, the curved sides of the screen glow different colors depending on who’s calling you. This makes it easy to tell exactly who is trying to get in touch with you and could alert you to a time sensitive situation that stands out from the other calls and notifications you’re getting.
As a very interesting side effect, Samsung claims that associating these colors with different people helps to create a stronger emotional connection with those favorite people. There’s probably some deep psychology behind that, but what’s important is that Samsung wants you to think that setting up different color combinations for your family and friends will make you like them more. And hey, they might have a good point with that.