This document discusses a study examining how the clothing color of speakers in Kickstarter project videos influences funding success rates. The study analyzed 37 successful small-batch Kickstarter projects, coding the clothing colors and calculating the exposure times of different colors. The results showed that colors like red and white were associated with higher success rates for certain project categories like beverages, while colors like grey were associated with lower success rates. The document concludes that color psychology and the principle of color congruence, where colors match the product or service, can influence funding decisions on crowdfunding platforms.

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The Secret of Fundraising on Kickstarter:
Colour Congruence
Ms. Bella Lee, Master student
Dr. Andy Lee, Lecturer
UQBS, University of Queensland, Australia

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Today’s Agenda
1. Hospitality Industry on Kickstarter
2. Influential Factors on Funding Decision Making
3. Colour Psychology
4. Methodology & Results
5. Conclusion & Implications

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8888%%(Economics, 2015)
Hospitality in Small &
Medium-sized
Enterprises(SMEs)
Success in
Crowdfunding platform
World’s 50 Best Restaurant
2014
36.7436.74%%
(Kickstarter, 2015)
Hospitality Industry on Crowdfunding
* Bin, G., & Manlu, L, 2002; Caldeira, M. M., & Ward, J. M, 2003; Fernández, Z., & Nieto, M. J, 2005; Lin, J. Y., & Li, Y, 2001
Difficulty
in
Financing*

4. • Launched in 2001
• 222,252 Projects, $ 529 Million,
3.3 Million people in 2014
• Written Description, Rewards,
Promotional Video clip
• Small Batch
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Hospitality Industry on Crowdfunding

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Influential Factors on Funding Decision Making
Colour Psychology
- Imply Meaning
(Kauppinen-Raisanen & Luomala, 2010)
- Deliver More Information
(Morton, 2001; Silver et al., 1988;
Wiegersma & Van dr Elst, 1988)

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RedGreenBlue
Colour Psychology
-Shorter wavelength
-Calm
-Spend more time
-Longer wavelength
-Quick response
-Strong arousal / Active
Magenta Cyan Yellow
Black WhiteGrey
• Value neutral colors

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In a crowdfunding context,
how does colour affects funding decision making?
Research Question & Objective
To examine
the relation between clothing colour of a speaker & success rate

8. • 37 successful small batch projects (First of July, 2015)
• Clothing colour of a speaker
1. Caption or narration
2. Screen capture image, Photoshop
e.g. Pure Red (255, 0, 0) Green (0, 255, 0)
• 10 colour groups based on Euclidean Distance
• Exposure time of each colour group
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Methodology

9. • Success rate
- Target amount
- Pledged amount
 Percentage exceeded target amount
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Methodology

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Results
• Target amount
• Video clip length
$184,133
$35,000
$18,412
$15,000
123% 138% 523%
37’00”
1’18”
• Number of creators
54%
38%
8%
• Period of fundraising
20 days 61 days29 days
5’20”
33 days

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Results
• Exposure time of colour and success rate
Beverage Alcoholic Sauce Other Food Desserts
Red
+
Yellow
NA NA
Green
Cyan
Blue
Magenta
NA NA NA NA NA
White
- +
Grey
- NA
Black
Mixed
-

12. 1. Colour psychology
- Colour wavelength
e.g. Magenta vs Red
- Value neutral colours
e.g. White
2. Colour congruence
e.g.
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Discussion & Conclusion
• Colour: Influencing Decision
Making Factor
• Colour Congruence
Red + Beverage
Grey - Alcoholic
Mixed - Sauce
White + Others

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Future Study
Limitation & Future study

14. Thank you
Q&A