COLOURS IN
FASHION MARKETING
Names and gender
The name of a colour impacts on consumer behaviour (Skorinko et al. 2006; Labrecque et al. 2013; Ciotti 2016; Forno 2016. According to research, weird colour names (“Charcoal” instead of black, ‘Heather Penguin’ instead of navy or “razzmatazz” instead of lemon yellow) influence people to buy a product because they seem to trigger emotions or just represent the preferred choice (Labrecque et al. 2013; Babolhavaeji et al. 2015; Ciotti 2016; Forno 2016). In other
Regarding gender and colour, Funk and Ndubisi (2006) consider that colour impacts on consumer’s purchasing decisions (Picture 1, Funk and Ndubisi 2006, p. 46).
Studies also found that both men and women prefer blue, and dislike brown or orange (Ciotti 2016; Elmansy 2017).
(digitalsynopsis 2017; For more color shades click here: https://digitalsynopsis.com/design/color-thesaurus-correct-names-of-shades/)
words, according to Skorinko et al. (2006, p.976), “the appeal of an object can emerge from the name itself”, meaning a different name gives the product a certain ‘personality’ which makes it more interesting in the eye of the consumer. As a result, in an attempt to satisfy consumers’ colour demands, nowadays there are countless names of colours in the Fashion Marketing Industry and, generally, the Marketing field (Labrecque et al. 2013; Babolhavaeji et al. 2015; Ciotti 2016).
More exactly, they found that (p.49):
“The relationship between the colour dimensions and product choice is moderated by gender. As stated earlier, the impact of colour significance on choice is statistically higher for male consumers than for female consumers, the impact of attitude towards colour on choice is significantly higher for female consumers than for male consumers, and the impact of colour attractiveness on choice is
Picture 1
Regarding gender, name and colour, on one hand Skorinko et al. (2006) found no difference between men and women’s name preferences for colours: both are attracted to fancy names. However, on the other hand kissmetrics (2017c) found the following:
significantly higher for female consumers than for male consumers, and the impact of colour attractiveness on choice is significantly higher for female consumers than for male consumers. Thus, men select auto colour based on the significance of the colour, while women tend to select on attractiveness and attitudinal bases.”
