Color and its utilization in e-marketing : the application in Finnish environment from the consumer perspective
Duong, Trang (2013)
Duong, Trang
Turun ammattikorkeakoulu
2013
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2013120419857
https://urn.fi/URN:NBN:fi:amk-2013120419857
Tiivistelmä
In our daily life, there are plenty of things that we have taken for granted in the sense that we do not notice, acknowledge, enjoy them fully or sometimes even complain about. Among those precious gifts existing in our life there are the ability to see things in colors and the color itself.
The objective of this thesis research is to examine whether color is worth to consider during marketing activities, and if it is, then why it is significant and how to utilize it into companies’ marketing strategy and operation, especially within the e-commerce sector.
The focus for this thesis research is onto people living in Finland due to the distinctions in gender, culture, climate and educational background would influence greatly on consumer behavior and perceptions on color. Therefore, the outcomes of the research would be able to deliver more meaningful benefits to companies operating in Finland.
Theoretical framework was built around sequential effects of response to marketing, e-marketing and online consumer behavior, insights about color, and several e-marketing tools employing color and visual elements. The research data was collected through an electronic survey that aimed to reveal Finnish inhabitants’ perspective on e-marketing elements, more importantly visual and color components as online consumers.
Based on the research results data, it can be assured that the majority of respondents pay attention to and acknowledge the importance of visual marketing elements and color in daily life in general and when shopping online in particular, whether consciously or subconsciously. In order to be effectively utilized in e-marketing, the color must function properly from both technical and psychological aspects. Color choice need to be carefully considered to fit the brand image, convey the right marketing messaging, and address the desired target market, since people react differently to colors.
Further academic research could be conducted via other methods such as observation of consumer behavior to produce more precise results.
The objective of this thesis research is to examine whether color is worth to consider during marketing activities, and if it is, then why it is significant and how to utilize it into companies’ marketing strategy and operation, especially within the e-commerce sector.
The focus for this thesis research is onto people living in Finland due to the distinctions in gender, culture, climate and educational background would influence greatly on consumer behavior and perceptions on color. Therefore, the outcomes of the research would be able to deliver more meaningful benefits to companies operating in Finland.
Theoretical framework was built around sequential effects of response to marketing, e-marketing and online consumer behavior, insights about color, and several e-marketing tools employing color and visual elements. The research data was collected through an electronic survey that aimed to reveal Finnish inhabitants’ perspective on e-marketing elements, more importantly visual and color components as online consumers.
Based on the research results data, it can be assured that the majority of respondents pay attention to and acknowledge the importance of visual marketing elements and color in daily life in general and when shopping online in particular, whether consciously or subconsciously. In order to be effectively utilized in e-marketing, the color must function properly from both technical and psychological aspects. Color choice need to be carefully considered to fit the brand image, convey the right marketing messaging, and address the desired target market, since people react differently to colors.
Further academic research could be conducted via other methods such as observation of consumer behavior to produce more precise results.