Why does Storm "scent" their balls? Same thing.
Since I'm not "certain" of this, I will say it's a "guess"...but I believe older balls were rubber and rubber tended to be black. When urethane came into the market, it was suddenly very easy and not very costly to produce balls in different colors. The market liked the idea = more colors and eventually when things switched to resin...just as easy and even less costly to make them in colors and they eventually went to swirls and people again responded positively.
I agree with Mike that having a swirled ball helps to see the different roll phases, count rpms, etc... And I think there are a significant number of bowlers that for those reasons wouldn't throw a solid color unless it was a plastic spare ball. But Columbia's Eruption Pro was quite popular and it was a solid orange which was hard to look at much less notice roll phase. The Dude, the Ringer, Melee, Melee Cross...all solid color balls released recently that have been at least sort of well received. The LT-48 as well although I don't think people really took to that ball as much.
So I'd guess 88% marketing, 12% function.
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