PGP2 Student

Kolkata
23 Years, Male

RK: When you go for shopping, does color play a role? If yes. Then how, what are
the factors that you think color plays when you go for shopping?
AR: Yes, color is an important tool. When I go for shopping, I get particularly
attracted towards bright, brighter colors. Maybe like light blue, because for me,
they specify happiness. They are a symbol of happiness.

RK: So, what is your favorite color?

AR: My favorite color is black.

RK: Okay. Any specific reason?

AR: Um, because black color suits me more compared to other colors. So that is
the reason. And I think that I look good in black clothes (laughs).

RK: Okay. So, you are bringing a specific product category in here. So do you think
that, uh, there is some other product category apart from apparel, where you
think color plays an important role?
AR: Yes, I think, and even in the food and beverage industry color does play a very
important role in attracting customers and a somewhat making a good appeal in
front of the customers, like for example, KFC or McDonald's even, it has such a
bright yellow color. I think that it has somewhat great impact in attracting
customers.

RK: And so this was about your favorite color, now, is there any color which you
completely dislike?
AR: Maybe I don't like the color, something which is very dark green. So, you can
say that I dislike green color.

RK: Do you associate certain feelings or emotions with the color or it is just a
visual aid for you?
AR: Yes, I can, uh, associate yellow with a very soothing and relaxing effect. And
similar is the case with light blue. It also has a very soothing effect on our minds
and a light green is as I can be generic, light green is related to environment eco-
friendly color. So yeah, there are some perceptions that I feel that colors are
linked with these emotions.

RK: And what feeling, if any, do you associate with your favorite color i.e. Black?
AR: Yeah. Black I can associate blacks with sophistication. I think black is a very
sophisticated color.

RK: Okay. So do you associate colors with some other products or brands also?
AR: Yes. I do feel that colors can be very much associated with the brand logos.
Like the brand KFC, so it has the alphabets written in white color with the red
background. And it has been the same for almost around since the inception of
KFC. This is one such example. And the other example that I can give you is, uh,
moustache. It has alphabets written in blue color since inception. So I think
brands have been using colors in this manner. They decide upon a particular color
and stick with it for a considerable amount of time so that they can actually, uh,
so that they can actually leverage on the color as a brand recalling factor.

RK: Okay. So by brand recall, what do you mean? I mean, can you give an example
of that.
AR: Um, Red color maybe, red has been an integral part when it comes to Coca-
Cola because Coca Cola brand has been symbolized with red color for a long
period of time. So that is one such example, if I can give.

RK: So any other product categories that come in your mind where you think of
color can be major deciding factor. Similarly, any product category where you
think that color cannot play even a minor role.
AR: Maybe in the the electronic segment, electronics segment also associates
itself with a lot of funky colors, particularly in the mobile arena you get a lot of
varieties of colors. Mobile's leverage a lot when it comes to colors and attracting
different types of customers, isn't it?
RK: Yes. Yeah. So, um, so, uh, right now, what I can see that color is basically a
mode of visual aid to you or basically the appearance is what matter to you most.
RK: So now, if we talk about the packaging of the product. Do you think that color
of packaging matters. If yes, what kind of products, can you give some examples.
AR: Yeah, good packaging definitely matters much. When it comes to having a
long lasting impact in the minds of the customers, like, suppose we can take
examples of the popular ecommerce services like Amazon and Flipkart, which if
you add a certain amount of extra money, they packet your goods with very
beautiful decorative items. So generally, a lot of customers do pay a little bit
extra, maybe 20 rupees or 30 rupees to actually avail that benefit. And also, in
FMCG goods like soaps or shampoos, a good layer of packaging providing both
protection and appeal definitely helps.

RK: So one thing I want to ask is about your own personal life experience. So, has
it ever happened at that you rejected or bought a product just on the basis of
color and if yes, then you help us go through that journey.
AR: No, I don't think that I have bought a product just on the basis of color. So
maybe , for me, the quality of the product matters the most. The color is
important, but I think it's secondary factor. So if I like a product, then I don't look
at it as the ultimate deciding factor. It is secondary. So color can be used. If two
products have the same quality, let's say, then color can be a differentiating
factor, but color is not the ultimate factor for me for choosing any product
qualities. For me, the quality and price are the two foremost, most important
attributes for me when selecting a product.

RK: Okay. So lastly, I would just give you some colors and you have to give me a
name of a band or a product that comes in your mind.
AR: RED: Coke
GREEN: Body Shop
BLACK: Axe
BLUE: Van Heusen