Changes in Colour Preferences with Age - Essay Example

Relationship between Color Preference and Age Difference

Introduction

Different individuals naturally have varying color preferences. It has been established that people of different personalities are attracted to different colors. Different genders also have different tastes and knowledge in colors. Men tend to prefer darker shades compared to women. Women would choose brighter colors and a lot of knowledge about varying shades and tints (Ashton, 2018). Marketers have noticed that color preferences change with age. This research aims to study whether customers' purchase intention is influenced by color, with their age groups. Certain age groups may prefer the primary colors; red, yellow, and blue, while some may prefer secondary colors; orange, green, and purple.

A study conducted by the National Library of Medicine (2001) revealed that color preferences change as people age. Younger people mostly preferred colors, yellow and blue. The preference for blue decreased with age, while older people preferred green and red. The explanation for this is that aging leads to the yellowing of the crystalline lens, altered visual imagery, and diminished functioning of the blue cone.

Joe (2003) also finds out that yellow drops in popularity as one age. His study reveals that older people disliked orange and brown. The preference for green was replaced by the color purple in older age groups. He gives the conclusion that with age, color preferences change according to social and cultural influences.

A study by Carolyn (2004) revealed that babies are more at ease with soft shades. Soft tones of yellow, pink, cream, or blue are soothing to a baby. Older children are attracted to brighter colors but repelled by dull shades such as grey. Teenagers are rebellious and may prefer black. As they grow into young adulthood, they become socially aware and embrace colors such as purple. According to this research, older people could have a sense of loneliness, and therefore need colors that speak warmth, security, and harmony. Other studies show that older people prefer green, red, and purple; it is advisable to use softer shades of these colors to stimulate the mind and mood. Bright green, red, or purple is not attractive to older people. The walls of nursing homes have contrasting soft pink, beige, blue, violet, and green colors to have a soothing and peaceful effect on their elderly clients.

In marketing, it is important to understand color psychology due to its attraction to different colors by different age groups, genders, and personalities. As noted above, the cited articles are of research conducted early on in the century. This study has almost the same aim as previous studies but aims to confirm whether these sentiments about age and color are still present in modern society. What was preferred in 2001 might have changed in 2020? Consumers pick items according to need, affordability, and taste. All variables constant is a big influencer in purchase intention (Kate, 2012).

Different genders prefer different colors (Ashton, 2018). The possibility that a man who preferred color grey in his youth could shift his color preference to purple, green, or red in his older years is still unknown. Even though tastes could be different, this research seeks to find the common colors appealing to the majority of senior citizens to change product design according to their preferences. Products for personal use are mainly considered basic needs. Children have different needs compared to adults. Parents will not purchase diapers in black packaging for their babies because black is not considered 'cute.' Similarly, a child adorned in bright pink or blue clothing will change their preference to more mature colors. Dark red or maroon is thought of as mature compared to bright red.

Methods of Data Collection

The methods used for data collection in this research include sampling, interviews, questionnaires, and direct observation. In sampling, probability sampling and non-probability sampling were used. In probability sampling, stratified sampling was used. A group of 50 people was divided into five groups of 10. Group 1 consisted of children aged 5-13, group 2 consisted of teenagers aged 14-18, group 3 had young adults from ages 18-40, group 4 had middle-aged individuals between 18 and 40 years of age, and group 5 had individuals above 60 years.

For group 1, interviews were conducted. The interviewer was a specialist in child communication. Colored flashcards were used for younger children who had not yet mastered colors. They could pick out the colors by pointing. The interviewer recorded individual results in a notebook. For groups 2, 3, 4, and 5, questionnaires were used. Each individual was handed a questionnaire to fill within an hour. The questionnaire consisted of open-ended questions so that individual opinions are communicated openly (SmartSurvey Blog, 2017).

Non- probability sampling was also used. Researchers were advised to enquire from close friends, relatives, and neighbors about their color preferences on product designs. Some close acquaintances were handed questionnaires and ages indicated at the top of the questionnaire. Some were interviewed, and results written in a notebook.

Some researchers were allocated to different stores to observe how consumers choose their products (Formplus Blog, 2020). Some products were similar but had different packaging. Pictures were taken, and notes are written down. Researchers later assembled at a decided location and time to compile, discuss, interpret, and analyze results.

Discussion, Analysis, and Interpretation of Data

Researchers compiled results to draw a valid conclusion. A bar graph of the percentage of participants against the age group was drawn regarding a color chart. A circular color chart was also drawn and displayed. The researchers discussed the displayed results while referring to previous literature. It was established that understanding color preferences would help improve marketing.

Different brands have different colors. Some colors are not concerning age, but according to the product sold. Herbal products had earth colors such as green and brown on their packaging and were bought by anyone regardless of age or gender. Packaging of herbal products without including earth colors did not attract customers shopping for herbal products. In terms of clothing, younger people wore tighter, shorter clothes compared to older individuals. Young women experimented with varying colors, while men tended to go dark colors. Older people opted for loose, comfortable, and soft fabric.

Most products of personal use were purchased by all age groups regardless of color. It did not matter what the colors on the packaging were, provided the product was affordable and met the individual's daily needs (Barry, 2003). Luxury products focused more on color preferences, while basic products did not pay much attention to color (Shutterstock, 2016). Luxury products were considered attractive by most people. They were well packaged in nicely shaped bottles and had a wider variety of colors. Most customers would view these products and pick one according to their color preferences, but returned on the shelves after noticing the price (Kim & Jesse, 2013).

This led to a discussion of how price and affordability affect purchase intention (Khan Academy, 2020). Demand tends to shift with the price. Lower prices attract more consumers (Kim & Jesse, 2013). This is mainly due to the increased priority to save and consume less. However, if cheaper brands had the luxury of having different colors on their brands, customers still purchased based on their color preferences.

The research paper also includes the development of two hypotheses. The first hypothesis is; whether the product has a primary or secondary color and will affect the purchase intention for personal use. The second hypothesis is; the relationship is dependent on the age of the customers. As the customer grows older, she/he will prefer primary colors more than secondary colors while shopping. The independent variable is whether the color is primary is secondary, while the dependent variable being the buying intention for the products for personal use. The moderator in this research is the age of the customers. There is a comparison of the predictions offered in the introduction and hypothesis in relation to the results of the research.

More details on data collections are presented. The sampling methods used are well outlined and resulted in well displayed. A thorough analysis of the data collected and the discussion of results is outlined to come up with a valid conclusion. This research is aimed at helping marketers and brands understand purchase intentions. Other factors may influence purchase intention, but color and age difference is of main concern in this essay. How this research contributes to the marketing industry is also explained in further chapters. Brands are to benefit from this research by determining what color preferences and perceptions consumers have.