2. Market research top-line Apr. 2012
Color voodoo
How color symbolisms affect different values and choices
THEME:

3. About:
 Viettrack is a monthly consumer research report of FTA Research &
Consultant, aims to deliver opinions, evaluations and perceptions of
consumers about various topics including economic situation, new trends,
products & services etc.
 We do hope that Viettrack could help producers and marketers feel the
breath of consumers, from which find out the most appropriate way to
satisfy the consumers’ needs which is increasingly sophisticated.
 Viettrack is done according to ISO 20252:2006, the international quality
standard in market research and ESOMAR code of conduct.
 Viettrack - April 2012:
 Sampling size : N=300;
 HCM = 200, HN =100
 Sex: Female, Male
 Economic class: ABC
 Age: 18 - 49

4. CONTENTS
Favorite color
Color associated to “feeling-based” group
of words
Color Symbolism in Choices &
Purchasing Criteria

5. CONTENTS
Favourite color
Color associated to “feeling-based” group
of words
Color Symbolism in Choices &
Purchasing Criteria

6. Favorite & least favorite color
 In overall, the most popular and favorite colors are red, light blue, medium light
blue (sky). Black color is preferred by some people but at the same time is the least
favorite by some other people.
 The least favorite color is yellow color, particularly from HCMC.
Color association
 According to the respondents, Red is associated with Happiness, Sexy, Modern,
Luxury, Party, High-tech products, High performance, High Quality and Good luck.
In addition, people think that Red is the fashion color and represents for confident
people.
 Pink is associated with Happiness, Sexy. Consumers also perceive foods and drinks
with Red and Pink color are good smell and good taste.
 Beside Red color, Black is also associated to Hi-tech products, High performance,
and High quality. Black is represent for Determined people. On the other hands,
Black represents for the bad luck and taboo.
 Light blue and Medium light blue (sky) are represents for Eco-friendly, Hope.
Moreover, Light blue bring a sense of Safety.
 White is the color of Pure, Dignity
 The soft colors as white and pink make consumers relate to baby and kid while Red
is the color of teenager.
Summary of findings

7. Color Symbolism in Choices & Purchasing Criteria
 In general, color is quite important when they choose and buy a product. Especially
for Automobiles (Sedan car), Motorcycles, the house exterior and mobile
phone/smart phone, color is very important.
 In HCM, color is very important for Automobiles (Sedan car), Motorcycles, House
exterior. In Hanoi, color is also very important for Automobiles (Sedan car), House
exterior and Mobile phone/smart phone.
 The colors people would like their Automotive to be are Black, White or Sliver. For
Motorcycles, consumers also like Black, Red and White colors. Light Blue, medium
light blue (sky), lime green are preferred for House exterior.
Summary

8. 16.3 17.0 15.0
12.7 10.0
18.0
9.7
10.0
9.0
8.0 9.5
5.0
7.7 9.0 5.0
6.0 6.5
5.0
5.3
5.5
5.0
5.3
5.0
6.0
3.7 3.0
5.0
3.0 4.0
1.0
22.3 20.5
26.0
Red (tomato)
Black
Light Blue
Medium Light Blue (Sky)
Pink
Yellow
Blue
White
Green
Lime Green
Other
Total HCM Hanoi
%
Most favourite color
 Red (tomato) is the most favourite color of many HCM people, but in Hanoi,
people seem like black the most.
 In overall, three colors are the most popular and favourite in both cities are
red, black, and light blue.
N=300 N=200 N=100

9. 14.0 12.5
17.0
9.0 12.0 3.0
5.0
5.5
4.0
4.7
4.0
6.0
4.0
5.5
3.7
5.53.3
5.0
3.3
4.0
2.7
2.0
4.0
2.3
2.5
2.0
20.7
24.0
14.0
27.3
17.5
47.0
Black
Yellow
Red (tomato)
Brown
Cream (off white)
Purple
Lime Green
White
Dark Grey
Blue-purple
Other
None
Total HCM Hanoi
%
Least favourite color
 However, black is sensitive, it is also color that many people are least favorite,
especially in Hanoi.
 Three least favorite colors are: black, yellow and red ( tomato)
N=300 N=200 N=100

10. 17.0 17.5 16.0
12.0 9.5
17.0
11.0 12.0
9.0
8.0 9.5 5.0
6.7 8.5
3.0
6.7
6.5
7.0
5.3
5.5
5.0
5.0
5.53.3
6.0
5.0
21.7 21.0 23.0
Red (tomato)
Black
Light Blue
Pink
Medium Light Blue (Sky)
White
Blue
Yellow
Purple
Green
Other
Total HCM Hanoi %
Previous most favourite color
N=300 N=200 N=100

11. Reason for most favourite color
%
Based on total respondents, N=300
2.0
20.4
10.2
4.1
6.1
16.3
10.2
2.0
28.6
8.2
8.2
2.0
8.2
Cool
Fresh, Clean
Gentle
Youthful
Pure
Sexy
Fashionable
Hope / faith
Lucky
Happiness / fun
Strong vitality
Suits me
Mysterious
Eco-friendly
Energetic
13.0
26.1
39.1
17.4
13.0
4.3
30.4
13.0
4.3
25.0
25.0
12.5
6.3
25.0
18.8
6.3
6.3
18.8
6.3
6.3
33.3
25.0
4.2
4.2
8.3
8.3
25.0
16.7
16.7
4.2
31.0
24.1
3.4
3.4
3.4
6.9
10.3
17.2
6.9
6.9
10.3
3.4
Red (tomato) Pink Blue Medium Light Blue
(Sky)
Light Blue

12. Reason for most favourite color
%
Based on total respondents, N=300
9.1
9.1
18.2
9.1
9.1
9.1
18.2
18.2
18.2
18.2
9.1
Cool
Fresh, Clean
Gentle
Youthful
Pure
Sexy
Fashionable
Hope / faith
Lucky
Happiness / fun
Strong vitality
Suits me
Mysterious
Eco-friendly
Energetic
22.2
33.3
11.1
27.8
5.6
5.6
16.7
11.1
5.6
5.6
12.5
25.0
6.3
81.3
12.5
12.5
6.3
60.5
21.1
10.5
2.6
2.6
23.7
34.2
33.3
22.2
33.3
22.2
11.1
11.1
11.1
11.1
11.1
11.1
Green Lime GreenYellow White Black

13. Based on total respondents, N=45
Reason for changing favourite color
Red
(tomato)
Pink
Medium
Light
Blue
(Sky)
Light
Green
Yellow Black Silver
Not strong/ Weak 20 17 33 25 20 33
Not nice 25 20 33
Not clear 67
Not strong in love 33 33
Color is easy to lose 33 33
Vivid 20 17 25
Dark 20 33
Not luxury 20 25
Change follow age and time 20 20

14. CONTENTS
Favorite color
Color associated to “feeling-based” group
of words
Color Symbolism in Choices &
Purchasing Criteria

15. Based on total respondents, N=300
Overall – Color associated to “feeling-based” group

16. Based on total respondents, N=300
Overall – Color associated to Attribute-based Words Association

17. Based on total respondents, N=300
Overall – Color associated to Feeling-Based Words Association

18. Based on FGDs in HCM
 Color is automatically associated to clothes, style, fashion, cars,
motorcycles, interior design, etc.. It is one of the key factors
impacting on their choice.
 Both male & female agree that they will not buy these products if
there is not their favorite color.
 Otherwise, they will make their own order for the favorite color
of these products (car, home furniture, …).
Colour reflects:
the aesthetic,
the style,
personalities &
even their
social status
with the very
unique product
& their own
colour.
Colour in
combination
with
products
could
enhance the
beauty or lift
up spirit of
people
For people,
who are
impacted by
belief in
geomancy,
colour is
perceived one
of the factors
impacting on
fate.
Color associated to Feeling-Based Words Association

19. CONTENTS
Favorite color
Color associated to “feeling-based” group
of words
Color Symbolism in Choices &
Purchasing Criteria

20. 69.7
62.7
53.0
49.0
42.3
39.0
38.7
35.7
30.3
29.3
27.7
27.7
26.3
36.7
41.3
42.7
49.3
51.3
44.7
47.3
59.0
50.0
60.7
60.7
4.0
0.7
5.7
8.3
9.7
16.7
17.0
10.7
20.7
11.7
11.7
Automobiles (sedan car)
The House exterior
Motorcycles
Mobile phone/ Smart phone
Computer (PC & Notebook)
Supplement Food (food colour, not packaging colour)
The House roof
Babys stuffs
Refrigerator
Perfume (packaging colour)
Television set
Washing machine
Very important Quite important Not important at all
%
Overall – Important level of color
Based on total respondents, N=300

21. 70.5
67.0
56.5
47.0
47.0
41.5
40.5
39.5
31.0
31.0
30.0
29.0
23.5
32.5
36.0
40.5
41.5
46.5
42.5
35.5
52.0
44.5
54.5
53.5
6.0
0.5
7.5
11.5
12.0
17.0
25.0
17.0
24.5
15.5
17.5
Automobiles (sedan car)
The House exterior
Motorcycles
Mobile phone/ Smart phone
Supplement Food (food colour, not packaging colour)
Computer (PC & Notebook)
The House roof
Babys stuffs
Washing machine
Perfume (packaging colour)
Refrigerator
Television set
Very important Quite important Not important at all
%
HCM – Important level of color
Based on HCM respondents, N=200

22. 68
54
53
46
44
35
31
28
26
25
23
21
32
45
47
52
55
49
68
71
61
75
71
78
1
0
2
1
1
13
0
6
1
Automobiles (sedan car)
The House exterior
Mobile phone/ Smart phone
Motorcycles
Computer (PC & Notebook)
The House roof
Refrigerator
Babys stuffs
Perfume (packaging colour)
Television set
Supplement Food (food colour, not packaging colour)
Washing machine
Very important Quite important Not important at all
%
Hanoi – Important level of color
Based on Hanoi respondents, N=100

23. 61
45
37
16
43
64
36
76
64
13
19
48
15
20
9
13
23
15
31
10
10
13
11
15
11
10
9
10
11
8
12
4
8
12
9
6
Automobiles (sedan car)
Motorcycles
The House roof
The House exterior
Refrigerator
Television set
Washing machine
Mobile phone/ Smart phone
Computer (PC & Notebook)
Supplement Food (food colour, not packaging colour)
Perfume (packaging colour)
Baby's stuffs
%
Overall – Popular color
Based on total respondents, N=300
Top 3 colors

24. 55
49
30
17
42
61
31
77
67
18
24
65
18
19
13
16
28
18
37
11
9
14
14
5
16
8
14
15
10
7
11
3
6
11
9
5
Automobiles (sedan car)
Motorcycles
The House roof
The House exterior
Refrigerator
Television set
Washing machine
Mobile phone/ Smart phone
Computer (PC & Notebook)
Supplement Food (food colour, not packaging colour)
Perfume (packaging colour)
Baby's stuffs
%
HCM – Popular color
Based on HCM respondents, N=200
Top 3 colors

25. 73
38
51
15
47
71
45
74
58
5
11
14
9
21
3
7
14
9
19
9
12
12
6
35
2
15
14
9
15
8
13
16
8
8
Automobiles (sedan car)
Motorcycles
The House roof
The House exterior
Refrigerator
Television set
Washing machine
Mobile phone/ Smart phone
Computer (PC & Notebook)
Supplement Food (food colour, not packaging colour)
Perfume (packaging colour)
Baby's stuffs
%
Hanoi – Popular color
Based on Hanoi respondents, N=100
Top 3 colors

26. 48
33
31
20
42
54
34
54
54
13
16
40
17
17
8
10
17
16
26
15
11
12
13
16
8
10
7
8
12
9
16
6
9
12
7
8
Automobiles (sedan car)
Motorcycles
The House roof
The House exterior
Refrigerator
Television set
Washing machine
Mobile phone/ Smart phone
Computer (PC & Notebook)
Supplement Food (food colour, not packaging colour)
Perfume (packaging colour)
Baby's stuffs
%
Overall – Most favourite color
Based on total respondents, N=300
Top 3 colors

27. 48
34
25
21
43
54
30
59
57
13
19
54
18
20
12
7
20
18
32
14
10
9
13
6
11
8
11
12
11
9
15
7
9
16
4
8
Automobiles (sedan car)
Motorcycles
The House roof
The House exterior
Refrigerator
Television set
Washing machine
Mobile phone/ Smart phone
Computer (PC & Notebook)
Supplement Food (food colour, not packaging colour)
Perfume (packaging colour)
Baby's stuffs
%
HCM – Most favourite color
Based on HCM respondents, N=200
Top 3 colors

28. 49
31
45
18
42
54
44
44
47
12
10
14
14
11
17
12
13
15
19
12
18
14
35
3
13
13
9
19
6
9
5
13
9
Automobiles (sedan car)
Motorcycles
The House roof
The House exterior
Refrigerator
Television set
Washing machine
Mobile phone/ Smart phone
Computer (PC & Notebook)
Supplement Food (food colour, not packaging colour)
Perfume (packaging colour)
Baby's stuffs
%
Hanoi – Most favourite color
Based on Hanoi respondents, N=100
Top 3 colors

29. Overall- Conclusion about popular and favourite color.
 Most of customers accept and satisfy with popular color of each product category above
(popular color on the market is also the favourite color )
 But it looks like light blue for the house exterior are most satisfied.
Popular color Favourite color
Automobiles (sedan car) 61 48
Motorcycles 45 33
The House roof 37 31
The House exterior 16 20
Refrigerator 43 42
Television set 64 54
Washing machine 36 34
Mobile phone/ Smart phone 76 54
Computer (PC & Notebook) 64 54
Supplement Food (food colour, not
packaging colour)
13 3
Perfume (packaging colour) 19 16
Baby’s stuffs 48 40
Based on total respondents, N=300

30. Colors in
daily life
Paper, cars, rice, uniform,
clothes, staff, walls, furniture,…
Cars, vehicle, TV,
computers,
clothes,…
High tech
devices,…
Sky, logos, uniform,
vehicles, house…
Clothes, cosmetics,
shoes, flowers,
food,…
Tree, fruits, nature…
Colors in daily life
Based on FGDs in HCM

31. Trendy colour
1 2
Besides Orange, grey
and silver are voted as
well by male because
they think the next few
years including 2012
are the age of high
technology, then the
colors of technology
will be trendy.
3
Most peoples perceive
orange colour as
trendy colour of 2012.
This perception comes
from what they see
from clothes in fashion
shops, fashion shows,
news on TV,
magazines, internet
etc,.
In people perception,
trendy colors of the
next few years will be
natural colors or new
unique colors:
Blue, light blue (color
of sky), green, lime
green (color of nature)
3
Yellow, golden (bright,
attractive & premium),
and platinum (modern,
premium) are
perceived new,
appealing & can
become trend in next
few years because
trend is the cycle
repeated through years
between hot colors &
cold colors.
Even though people are well aware of trendy colours, not all of them follow
the trend. They only choose the colours when:
 It matches with the product
 It could be their favourite colour
 It is suitable for their style, body, skin tone, …
 It matches with the context
Based on FGDs in HCM

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