Andriana Hreshchuk
Research Analysis
Why Yellow?
In deciding an area in which I would like to further explore the importance of colour, I chose to focus this study on my favourite colour which if you could not tell is yellow. It was only in recent years that I’ve grown to enjoy this vibrant colour, in comparison to my earlier years of favouring cool-tone blues.
This idea was the spark to my initial interest in choosing this colour, if my behaviour towards the colour yellow can drastically change then can that translate further into other people as well?
From past knowledge and experience, it is easy to say that many individuals feel very indifferent towards this particular colour, as many people have either strongly negative or positive connotations towards this colour. My initial perspective on this research will be to further understand the behaviours one may have towards yellow, whether it be due to their social settings or preconceived notions towards it.
Research Beginnings
Where to even begin a research analysis?
Luckily, it starts with the consumer community around me, my fellow generation. To understand the mind and thought process of the client, I decided to fashion my questions to target the psychographic attributes of the individual in question in order to reinforce my final findings. The best way to establish these findings was through a qualitative, survey, research method. Not only is it an effective method of collecting major data, but it allows me as the researcher to eliminate passing yes or no answers by asking the emotion-evoking questions meant to create a conversation.
In a survey comprising 18 questions and 100 responses, subjects are faced with two baseline questions asking of which age demographic and gender orientation they identify with to determine who my initial audience is. Although my research is based on the individual behaviours one may possess towards yellow, it is important to recognize the specific target audience they reside in to accurately organize my findings and identify any recurring patterns.
Going further, subjects are then asked questions regarding their habitual spending practices, when it comes to apparel. How often do they make purchases? Do advertisements go on to affect these spendings? As well as, how important is a brand's advertisement execution? The goal is to further generate a conversation around whether advertisement execution plays a significant role in consumer spending habits.
Rounding down the general beginning questions, subjects are then asked about their relationship with colour in purchasing behaviour. Whether an advertisement's colour choice has affected a purchase decision? How often do they purchase an item solely due to its colour? Then shifted towards their initial thoughts on the colour yellow.
Once the initial psychographic questions have been asked, it was time for the visual interpretation component, the subject's feelings towards mock advertisements.
Image Association
Subjects were shown the three mock advertisements, all stylized and composed in different technical ways in order to broaden the response. Although, each image continued to accommodate the main focus, that being a yellow situated advertisement.
Subjects were asked three questions regarding the images given.
What are your inital thoughts and feelings towards the advertised product?
How likely are you to purchase this product?
(1 being not likely at all and 10 being very much likely)
1 2 3 4 5 6 7 8 9 10
Why would you or would not purchase this product?
Through these image association questions, I was able to directly address the subjects behavioural perspective on the colour yellow as a whole.
Click on the button to examine the results.