The Colour Of Marketing


It really feels like forever ago when Apple came out with their range of coloured iPods. At the time, it was something very different than what any other tech maker had done.

Giving the consumer the chance to differentiate and express themselves through the colour of their mp3 player was very smart marketing. Of course, it’s not like it was the first time anyone had thought they should sell something in a variety of colours. The colour of our clothes, cars and houses are ways we’ve showed that we are different from our neighbour for generations. What apple did, though, was take a popular new gadget that people could display while on the train, at the gym or any other daily activity and made it personable.

Having a certain colour of accessory may affect how some people perceived you. Studies have shown that consumers react to colour in different ways and a lot of times influence our buying decisions. The colour of a product or of a brand affects our attitudes in how we feel about that item or company. Although the colour is a personal choice, often feelings towards colours can be categorized into groups based on age, gender and culture. 

Women primarily tend to be in favour of the blue and purple while many men enjoy blue, very few men like the colour purple. Young people prefer bright colours while elders enjoy milder tones.

Apart from just buying a certain coloured product, the decor and ascetics in a store can determine if someone will shop there again. The paint on the walls, down to the colour of the uniforms at a restaurant or retailer can affect whether they will have a repeat customer.

What is also interesting is the way in which we perceive a colour. One of the least liked colours for both men and women is brown. But if you were to change the word brown to mocha people would have a much more accepting attitude towards it.

So, unlike 10-15 years ago, businesses are fully aware that colour sells. Phone cases, head phones and power-banks now come in all shapes, sizes and, of course, colours . Brands are now colour conscious. They know that people want to be able to express themselves through the choice of colour. So, next time you go to buy a product in a variety of colours, think to yourself if you are actually emotionally drawn to the colour and is affecting your purchase. 

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