Introduction
Advertisement is inevitable when it comes to organisational success. Since the industrial revolution humans have been using various ways to market their goods and services, among these successful ways is an advertisement. This article is going to stipulate how colour is a means of publicity and various ways it has influenced the buyer’s opinion in the vehicle industry.
Discussion
Colour is essential when it comes to buying intentions of a consumer. Colour can grasp and attract consumer’s attention more quickly because of the various relations they have with specific colours. To some extent, tones can communicate a language that word cannot convey, due to this colour can be more persuasive and effective in influencing the buyer’s decision. In the recent research by (Global Automotive Colour Popularity, 2018) white is seen to stand out as the most bought, followed by black, silver and shades of grey, this opens us up to the idea of the impact of colour.
Impact of colour to a consumer; It has various implications to a consumer, for instance, dull colours such as blue, grey and silver give a soothing impression to the buyer, due to this they are more associated to the older people in the society than the young. According to (The Global and Mail research, 2020), red is the most expensive colour. As a result, it gives an outlook of the power, making it desired by specific buyers. In other cases, we find organisation manipulate the aspect dominating colours to their advantage to cope with the latest trends in the market to be updated. A good example is from the illustration above, whereby an organisation may be painting their cars white to capture customers.
Consumer targeting. On the other hand, the aspect of colour has is used to target specific consumers. The idea was to give a car for every target market (Springer, Charm 2016). In areas such as primary urban places, they may use blue and green to show closeness to nature, thereby attracting consumers of that region.
Gender consciousness as a means of publicity; the aspect of gender is essential while targeting consumers, in that car manufactures may use colours preferred by a given gender such as pink and purple that may be acquired widely by the females. In that manner, it is evident that colour does matter when it comes to car purchase intentions
Signature product colour, to maintain relevance in the market famous players in the field have relied on colour as their brand, among other factors. A good example is Toyota Red which is the primary brand colour used throughout Toyota type family. This organisation uses a persistent colour throughout the years, which make them familiar, trustable and respected by their customers. Undoubtedly, colour largely influences car purchase intentions. A brand cannot cross your mind with remembrance.
Memory enhancement. Generally, visual picture memory is more comfortable to remember than details. As a result, marketers use colours that are easily caught by the eyes to enhance remembrance among the buyers. According to (The Top Gear, 2020), dark colours such as blue, black and modified red are easy on the eye thus generally considered by consumers. Bright colour such as yellow is tough on the eye.
On the other hand, much as there is strictness in colour in enhancing car purchase intentions, the primary purpose of business still holds as profit. Colour can add to the cost of your advertising and at the same time does not add the value of the car, making it rather unnecessary. Poor marketing strategy such as poor research on appropriate colour will lead to losses in the organisation. It is, therefore, safe to say that at a given instance, car purchase intentions are not necessarily dependent on colour but more of the strategy used.
From the above illustrations and hefty research, it is clear that colour is a primary need in marketing and influencing car purchase intentions. Holding other factors constant, appropriate use of colour to suit demand from the market may not only lead the organisation to success but also generate respect and patriotism from the consumers. Famous car brands in the industry manipulate this factor to enhance success. On the other hand, we find that when the value cost of the car does not counter the expenditure on colour, then the colour of the vehicle will be rendered unnecessary. It is therefore clear to say that due to more positives than negative, colour mostly matters when it comes to car purchase intentions by the consumer.