Findings

In my curated survey,100 responses were recorded.

*These are the discoveries found.

Part 1: PSYCHOGRAPHICS

The target audience identified concluded to be primarily women in the early to late Gen Z and early Millennial age range, as anticipated. A male audience of the same age range came as the second primary audience identified. Women and men in the early to late Millennial age bracket came as the second primary audience.

The results found in the age and gender portion were anticipated and expected as a researcher. A bias to be outlined with my research is that the survey respondents participating in my analysis were found through my social media advertising through stories on Instagram and direct peer groups around me. This being said, the opportunity to reach an older demographic was unavailable due to the heavy use of social media for this analysis.

The largest quarter of the respondents selected that they often engage in purchasing behaviours in their day-to-day lives.

The second-largest quarter selected that they frequently make purchasing behaviours in their day-to-day lives.

Over half of the respondents answered that an advertisement sometimes goes on to affect whether they decide to purchase from a brand. The least selected option, being if an advertisement is a defining factor to a purchase, accumulated to 18.5% with the option rarely coming at a second majority with 27.2%.

It has been found that my target audience does find an advertisement to be an influential factor in their call to action abilities although it is not the highest priority.

When asked if a brand's advertisement execution goes on to play an important factor in a final purchase, a significant amount of respondents selected that it is an important factor.

The majority selected that execution is somewhat of an important factor.

A second majority selected that execution is a very important factor.

Although the respondents outlined that a brands advertisement

may affect their purchasing abilities, it was found that the actual execution of a advertisement plays a significant and higher role. That being composition, colour palette, images, font, etc.

Respondents were asked to identify whether an advertisement's colour choice has or will ever affect whether they decide to go through with a purchase.

The highest majority selected that the colour choice sometimes affects the purchase, but not always.

The second highest majority selected that the colour choice oftentimes affects the purchase.

Only 12.3% of respondents responded with a direct yes, very much so. That is to say that the majority of my audience finds the colour choice as something to consider when purchasing, but not the defining factor.

Respondents were asked to identify whether they have or have not gone through with a purchase of a product solely due to its colour.

An overwhelming majority selected yes, they have purchased a product solely due to its colour.

A small majority selected no, they have not purchased a product solely due to its colour.

It was found that alongside the advertisement execution of a product in question, the colour utilization in the actual product holds a higher significance in a consumer's purchase decision.

Respondents were asked to select the best fitting response to their initial thoughts on the colour yellow.

The highest majority selected that they have very positive interpretations of the colour yellow.

The second highest majority selected that they have somewhat positive interpretations of the colour yellow.

A third majority selected that they feel indifferent towards the colour yellow.

Almost half of the majority selected that they already possess

positive preconceived ideas of the colour yellow. As a researcher, this percent outcome came as an unexpected result. The initial expectation was that a higher majority would select that they have negative thoughts on yellow, although only 6.2% of the respondents selected somewhat negative as an answer.

Part 2: IMAGE ASSOCIATION

Respondents were asked to answer three questions in association with the attached image.

The recorded responses showed that the most reoccurring thoughts and feelings towards the image were Positive, Warm, Happy, and Light. Many went on to say how they associate the summer season with the image, saying:

“Reminds me of summer and going to the beach.”

“Makes me feel of a warm summer day.”

When asked about how likely were they to purchase the products in the image, about 51.9% placed their selection above maybe towards likely to purchase while 35.6% placed their selection below maybe towards not likely to purchase.

The reoccurring reasons why they would not purchase the product proved to be either it not being their style, already having something similar or simply not favouring wearing yellow. Some reoccurring reasons why they would purchase the product were that it was aesthetically pleasing and their style. Many mentioned how they would need to be provided more information about the pricing and quality in order to determine a decision.

Respondents were asked to answer three questions in association with the attached image.

The recorded responses showed that the most reoccurring thoughts and feelings towards the image were Clean, Simple, Fancy, and Classic.

One respondent went on to say:

"It looks very clean and calming, a type of calmness I would feel sitting visiting a museum, whereas the previous picture felt more like calm in the sense of lying in an open field with flowers."

When asked about how likely were they to purchase the products in the image, 47.6% placed their selection above maybe towards likely to purchase while 37.8% placed their selection from maybe towards not likely.

Similar to the first image, the reoccurring answers were either not their style or dependent on the price. A second common response mentioned that they were likely to purchase the product because they felt as it could serve as a multi-use garment. The third common response identified that many felt as if they would not purchase the product due to it being too feminine or looking too expensive.

Respondents were asked to answer three questions in association with the attached image.

The recorded responses showed that the most reoccurring thoughts and feelings towards the image were Trendy, Cool, Vintage, and Contrasting. The use of two primary colours contrasting one another successfully brought to the attention of many respondents, saying:

"This one immediately caught my attention as it’s very vibrant and aesthetically pleasing. The contrast of blue to yellow works really well."

When asked about how likely were they to purchase the products in the image, about 48.8% placed their selection above maybe towards likely to purchase while 46.3% placed their selection from maybe towards not likely. The remaining 4.9% selected a middle maybe.

Wanna find out more about how this information in important?

Colour Archaeologist

Colour Archaeologist Montaha Hidefi.

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