Business Edition #02 Color and Marketing

Segmentation by color

Think about color and marketing. There are ways to think about it based on sales data by color, and ways to use it for target segmentation.

In general, when thinking about targets, you might consider segmenting by variables such as:

• Geographical variables/country, state, region, county, city, local area/climate, etc.
• Demographic variables/demographic data variables/age, gender, family structure, income, educational level, religion, race, generation, nationality, social class
• Psychographic variables/variables based on psychological tendencies/hobbies, interests, values, personality
• Behavioral variables/behavioral variables/purchasing behavior, purchasing history, desired benefits (economy, functionality, design)

Looking at color preference surveys and sales data, trends often differ between Kanto and Kansai. Even if the brand is the same, the products displayed in the store are different. You can also find examples of regions with different climates each having their own unique color scheme and taste. We also see that geographic variables are important.

Clear differences emerge when age and gender are counted separately. Men tend to prefer colors such as black and blue, while women prefer colors such as pink and lavender. Demographic variables are often used, but they can also be quite effective.

People who say they make impulse purchases not only respond to "trend colors," but also to bright tones with high saturation. Behavioral variables such as purchasing behavior and lifestyle behavior can also capture differences in reactions to colors.

So, on the other hand, if we segment people based on ``how they choose colors,'' can we also read their behavior? Here, we will introduce a segmentation method based on color preference called ``sensitivity lifestyle analysis.''

people's hearts come out in color

In segmentation, a method that focuses on psychological aspects and performs segmentation based on favorite colors and designs is called the Kansei Lifestyle method.

Likes and dislikes are formed due to the aforementioned geographical conditions, demographic attributes, psychological tendencies, and behavioral differences, as well as the values of the times that define them. Japan is a country where diverse tastes coexist. This will help you understand the market. We conduct regular surveys every year using this method, and while there are always people with similar preferences, it has also become clear that what they choose changes depending on economic conditions such as booms and busts. Masu.

As a characteristic of Japanese culture, there is a tendency to develop sensibilities based on the five senses, such as the type that sees and perceives things with the eyes, and the type that values the tactile sensation of touching with the hands. The influence of color selection is very obvious. For example, people who place importance on texture tend not to like highly saturated colors.
It can be said that by observing the differences in the way they choose each year, it is possible to discern the values and elements that are considered important at that time.

In Japan, during what was once called the era of the total middle class, classification based on taste exerted its power in subdividing the middle class. Unlike America, the home of marketing, this method was developed to help people understand the differences in quality and detailed Japanese characteristics that people want to experience firsthand. Furthermore, the delicacy of Japanese culture seems to have come about as a result of the desire to have something that is even slightly different from other people, and the desire to have something that is similar but slightly different, a ``slight difference.'' Masu. Because the Japanese market has such a cultural nature, the polarization between the wealthy and the downstream is currently attracting attention, but it is necessary to look at not only the division into two, but also the wealthy and the downstream in more detail. Probably.

Trends in women's tastes as seen from a sensitive lifestyle

Here, let's take a look at the trends in the top three types for women based on the January 2014 survey results. Most people have feminine tastes who like pink colors. Two types are noteworthy: You can see that I prefer blue colors. In the 21st century, the majority of women preferred pink, but this year's data shows a change. Another reason is that they place emphasis on images such as health and naturalness. It has been seen in the past that when people become more defensive about their lifestyles due to recessions, they tend to place more emphasis on their health. This result seems to be due to the combination of the current economic situation and the decreasing number of people who seek cuteness.

Japanese market where generational differences are also important

If we take a closer look, we can see that in Japan, times have changed drastically, and the media that some generations are accustomed to has changed to TV, magazines, and the internet, so the influence of the social environment of the era in which they were raised can be seen to be quite strong. . It is important to take into consideration the differences in "generational preferences" due to age differences and utilize them in future plans for younger and older generations.

As an example, let's look at women's color preferences.

I think it would be good to see it as the result of a combination of changes due to aging and long-held preferences of each generation.

Data shows that women of current student age, known as the Satori generation, who are younger than the age groups listed above, have less of a preference for pink, prefer bright blues, and have a stronger preference for simple, clean designs. Masu.

It is necessary to always pay attention to the tastes and design selection trends of the generations that make up the volume of the market, as well as the generations that will be responsible for the future and will newly enter the market.

Color research useful for understanding overseas markets

Research using color charts and color schemes like this is useful as a nonverbal research method for understanding overseas markets. The methodology of asking people to choose a color and exploring its background highlights differences in values.
Even in Japan, there are few respondents who can talk much about the reasons for choosing colors and designs. There are many responses that say it's just something or that's how I feel today. Even if it is difficult to put into words, if you choose multiple colors or a combination of colors (color scheme), you can find some commonality. This will allow us to examine what may have been the cause. This is especially true in overseas surveys, but as answers using colors make it easier to formulate various hypotheses, we recommend that you use them in conjunction with other surveys.

March 17, 2015

Text by Japan Color Design Institute