When Will You Use This?
Designing or advertising white and black products or developing advertisements with Caucasians and African-Americans.
What’s The Red-Letter Bite Today?
As colour is a dominant visual feature affecting consumer perceptions and behavior, it’s important to understand consumers' automatic colour preferences and their effects on consumer psychology.
Current series of experiments* provide us with evidence that when considering preference for products which are available in both black and white colours (e.g., cars), there is an automatic preference for the colour white over black. This preference predicts preferences for white over black-coloured products and for advertisements featuring Caucasian-American versus African-American spokespeople.
It’s interesting to note that automatic preference for white colour is a predictor of choice even when black-coloured products are chosen by a majority of individuals.
Addition To Your Bag of Tricks
When you are designing or advertising white and black products or developing advertisements with
Caucasians and African-Americans, think about consumers' automatic colour preference.
- Consumers' non-conscious associations related to the words 'black' and 'white' might activate racial associations.
- It is important to use the terms “Caucasians” and “African-Americans” when referring to racial groups and avoid colour-based racial labels. As authors notice "using the words 'white' and 'black' as both colour and racial designations can lead to misleading conclusions and measurement problems, and can reinforce racial prejudices given that consumers tend to exhibit automatic pro-white color preferences."
*Kareklas, Ioannis, Frédéric F. Brunel and Robin A. Coulter (Forthcoming 2014) “Judgment is Not Color Blind: The Impact of Automatic Color Preference o n Product and Advertising Preferences, Journal of Consumer Psychology{Thanks for the material}
- Consumers' non-conscious associations related to the words 'black' and 'white' might activate racial associations.
- It is important to use the terms “Caucasians” and “African-Americans” when referring to racial groups and avoid colour-based racial labels. As authors notice "using the words 'white' and 'black' as both colour and racial designations can lead to misleading conclusions and measurement problems, and can reinforce racial prejudices given that consumers tend to exhibit automatic pro-white color preferences."
*Kareklas, Ioannis, Frédéric F. Brunel and Robin A. Coulter (Forthcoming 2014) “Judgment is Not Color Blind: The Impact of Automatic Color Preference o n Product and Advertising Preferences, Journal of Consumer Psychology{Thanks for the material}
P.S. When you’re done reading, I’d love for you to share your experience with colour preferences? Leave a comment or Tweet me, let's chat!
P.P.S. Need some help on crafting your marketing message? Let's do this together.
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