Can psychology explain customers mobile’s colour preferences?

Analytics have shown gold phones to be among the most popular with Samsung’s new latest smart phone, the Samsung galaxy s6, but can the colour of your phone explain more about you? Customers around the world are trying to get their hands on the Gold Platinum colour option which seems to be performing extremely well, and it seems like Samsung has hit gold. Their latest smartphone sales data shows that one in four consumers (23%) went for the Gold Platinum option, for Galaxy S6 and S6 edge models, which is why stock in this color is either sold out or nearly sold out across markets in Europe. The company says that it is having to intensify its production to Gold Platinum just to keep up with demand.

To explain why customers are more likely to choose one color over another Samsung asked British lifestyle psychologist Donna Dawson to try explaining customers’ color psychology. According to Donna Dawson people who choose gold are apparently “striving for prosperity, financial success and general contentment.” They also tend to be warm, outgoing and appreciate the company of others. Customers who go with green are more likely to be balanced, loyal, hard-working, honest and concerned for others.

“People who choose Samsung’s Blue Topaz as their preferred color are self-confident, fastidious, discriminating, sensitive, exacting, and intuitive,” says Dawson, adding that they long for personal security and need to be loved. Dawson brands people who choose white as their preferred color as status-seeking extroverts who represent honesty, purity and wisdom with a mix of brashness, overconfidence and an open nature. Last but not the least, the psychologist says that black has “always been the color of choice of the loner, rebel or “outsider,” and those who work hard to be recognized for their individualism, independence and their ability to stand out from the crowd. Interesting to note that colour palettes ranged from are polar white, emerald green, gold platinum and glitzy black.


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