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Influencing factors on color and product-function association
1Department of Business Administration, De Lin Institute of Technology, 1, Lane 380, Qingyun Road, Tucheng City, Taipei County 236, Taiwan, ROC. koys1020@ms34.hinet.net
Psychological Reports
|September 2, 2011
Summary
Color associations with shampoo functions were studied. Findings show specific color-product pairings and suggest manufacturers can use these for effective marketing, with potential cultural variations.
Area of Science:
- Consumer Psychology
- Sensory Marketing
- Product Association Studies
Background:
- Understanding consumer perception of product attributes is crucial for effective marketing.
- Color is a significant visual cue that can influence consumer choices and product expectations.
- Previous research has explored color-product associations, but real-world validation in specific product categories like shampoo is needed.
Purpose of the Study:
- To investigate the associations between specific colors and product functions for shampoo.
- To determine if age and matching types influence these color-product associations.
- To explore the potential for leveraging these associations in product marketing strategies.
Main Methods:
- A pilot study identified eight popular colors and eight shampoo product functions.
- 128 volunteers participated in a main study to explore color-product function associations.
- Statistical analyses were used to examine correlations and the impact of age and pairing types.
Main Results:
- Seven distinct color/product-function pairings were identified: Red/Hot oil, Yellow/Bright & shiny, Green/Herbal, Blue/Deep cleaning, Purple/Soothing, Black/Antiseptic, White/Anti-dandruff.
- Adult participants required more repetitions for retention, especially with random pairings versus self-selected ones.
- Statistically significant correlations were found between color perceptions and product functions.
Conclusions:
- Established color-product function associations can enhance shampoo marketing effectiveness.
- Age and the type of pairing (random vs. selected) impact memory and retention.
- These color-product associations may vary based on sex and cultural factors, warranting further investigation.
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