Reach for Excellence

Market Opportunity Analysis: Use Colors to Appeal to Teen Eyewear Shoppers

Dec. 2, 2015

Colors and an adult look are the two most important factors to teen shoppers, age 14-17, of eyewear, according to Jobson Optical Research’s 2015 Selling Eyewear to Children report. Some 70.2 percent of respondents, ECPs at independent and chain optical locations, say colors are “very important” to teen shoppers, and 69.2 percent say having designs very similar to an adult frame is very important to teens. A wide variety of shape (64.7 percent), brand name (62.3 percent) and good warranty policy (61.6 percent) also were judged by ECPs as very important to teens.

Click HERE to purchase Jobson Optical Research’s 2015 Selling Eyewear to Children report.

Color is an interesting topic we should explore because of the role it plays in branding. In a study called the Impact of Color in Marketing, researchers found that up to 90 percent of judgments made about products were based on color alone. The study, Exciting Red and Competent Blue, addresses the question of how color impacts the perception of a brand (i.e.: does the color “fit” the brand – you can predict that a pink and glitter Harley would not be the company’s top selling motorcycle). The lesson from these two studies is to make sure you are using the appropriate colors in creating your brand identity.

Joe Hallock’s work in Colour Assignments gives the favorite and least favorite colors for men, women and people of different ages. This is important information for us to know.

Notice the strong preference for blue by both men and women. Now, let’s look at Hallock’s results for the least favorite colors of men and women.

Notice that orange and brown are problematic for both men and women. Do color preferences change over age? Here’s Hallock’s answer.

Now contrast this information about color from Joe Hallock’s work with this infographic showing how famous businesses have used color in their branding.

Here’s the bottom line: nearly every academic study on color and branding comes to the conclusion that your brand’s colors should support the personality you want to portray. So, take a walk through your practice and look at the colors. What colors are you using in your reception area, your exam rooms, and your optical? What colors are you using on your web site, your Facebook page, your business cards and your external signage? Think through the colors you are using, and make sure they are matching your branding.

Use this week to fine tune the colors you use in your practice branding.

References

Satyendra Singh, (2006) “Impact of color on marketing”, Management Decision, Vol. 44 Iss: 6, pp.783 – 789
Labrecque and Milne, Journal of the Academy of Marketing Science, September 2012, Volume 40, Issue 5, pp 711-727
http://www.joehallock.com/edu/COM498/preferences.html
https://thelogocompany.net/blog/infographics/psychology-color-logo-design/

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