Does Color Influence Our Device Purchases?

December 13th, 2011

Gender issues aren't generally a focus of discussion on our blog, but after reading a recent Sound and Vision post, it seems there are some mixed feelings about how some products, especially gadgets or tech gear, are marketed to females. It's odd because, there are as many women (if not more) who make buying decisions involving smartphones, HD TVs, computer peripherals, portable audio and more, yet when a product goes overboard to market to women, it can backfire.  Source Our Susan G. Komen for the Cure® campaign involving pink SD/Micro-SD Card Readers/Writers has a specific message and goal of increasing awareness about early detection and supporting the search for a cure to breast cancer. Naturally, it makes sense to go pink, since it is such a widespread show of support, everywhere we looked in October. From NFL players to airlines, sporting pink is an easy way to share an important message. But what about pink products that choose the color only for its potential to attract women. Especially with gadgets, is this really a significant factor in choosing a pair of headphones, a keyboard ,or (gasp!) an HD TV? In the Sound and Vision post, Pink is Not the New Black – Unless it Is, Geoff Morrison gathered feedback from three women, which provided a mixed bag of commentary. Some excerpts: Negative - “Hell yeah, I've noticed and it's annoying. There are a lot of colors in the spectrum women enjoy, and I don't see everything targeted at men in shades of baby-ass blue...” Middle of the Road – “These things wouldn't get made if there weren't a market for it. I know one girl specifically that gets super excited for pink KitchenAid products … what bothers me is when manufacturers feel the need to alter the product to dumb it down and slap a "lady" label on it. And then charge us more for the privilege.” Indifferent – “I wouldn't say it annoys me, but I do find it amusing, mostly because I'd never buy a pink CE (consumer electronics) device. I think the ‘pink push' is more prevalent in the realm of gadgets and handhelds, probably because the designers don't have the funds or the freedom to do much beyond changing a product's color.” Obviously there's nothing inherently wrong with a product that is colored pink, but we're interested to hear from ladies in our community about whether or not they'd buy something just because it's pink, or if they get annoyed that someone would even think that? Of course, we welcome feedback from anyone on whether color really matters when it comes to purchasing gadgets. Let us know in the comments, on Facebook or via Twitter.

About the Author



IOGEAR enjoys long walks on the beach and romantic getaways. While not traveling, IOGEAR enjoys a great game of shuffle board whilst playing the banjo.