What Color Do Z Generation Consumers Like? Black Is The Majority.

At the moment, there are many retail outlets with black tone as shown in Figure 1. But personalization and differentiation become more and more obvious. Consumers can not only prefer one color.
For this purpose, we conducted a questionnaire survey for some students of Shanghai Business School, Peking University, Beijing Institute of Technology, Chongqing University, Chongqing University, Caijing, Lanzhou, China University of Finance and economics, Yunnan, China, Tianjin, China and other universities, and obtained 1421 valid questionnaires. The respondents were divided into two age groups: 796 students born in 1995-1999 years, accounting for 56%, and 625 students born in 2000-2005 years were 44%. Among them, boys accounted for 28%, girls accounted for 72%, rural students accounted for 45%, and urban students accounted for 55%.
　　 Preference for three colors: blue, white and black.
The theme of this survey is to find the color that you like. Besides the basic information of the respondents, the questionnaire has only one closed question: what color do you like best? The main findings are as follows:
(1) the average choice of 2.6 colors indicates that the respondents have distinct color preferences.
(2) preference for blue, white and black. Blue accounted for 51.30%, more than half; white accounted for 40.61%; black accounted for 36.31%.
(3) multi color preference. Green, red, purple, pink, yellow and other colors are also popular among students. Some students prefer the "blue" and "TIFFANY BLUE". Green accounted for 24.56%; red accounted for 23.50%; purple accounted for 19.85%; pink accounted for 17.45%; yellow accounted for 16.05%; cyan 13.23%; orange accounted for 12.39%; others accounted for 4.01%.
Note: the proportion of a certain color refers to the proportion of respondents who choose the color to account for the number of respondents, indicating the degree of color preference of respondents.
　　 The influence of student source on color preference
As shown in Table 2, through the analysis of student sources (from rural areas and from cities) and color preferences, we find that:
(1) the three most popular colors for students from cities are blue, black and white, while those from rural areas prefer blue, white and black.
(2) students from cities prefer black to students from rural areas. Urban students prefer black to 42% while rural students only 30%.
(3) urban students have a higher preference for pink, purple and cyan than rural students, while rural students have higher preference for red, green, yellow and orange than urban students.
　　 The influence of student age on color preference
Z generation generally refers to people born in 1995-2009 years. The Z generation of college students can be divided into two sections: 1995-1999 years and 2000 to 2005. Table 3 shows that although these two groups prefer blue, white and black, there are slight differences.
(1) students born in 2000-2005 years prefer black ones. Students born in 2000-2005 have a preference for black over 8.65 percentage points for students born in 1995-1999 years.
(2) students born in 1995-2000 years prefer yellow, orange and red.
The influence of students' gender on color preference
As shown in Table 4, the influence of gender on color preference is mainly manifested in:
(1) boys prefer black. Boys preferred blue, black and white; girls preferred blue, white and black. Among them, boys' preference for black is 10.18 percentage points higher than that of girls.
(2) the preference for pink is higher than that of boys by 10.84 percentage points.
(3) boys' preference for red is higher than that of girls by 6.08 percentage points.
(4) girls prefer green, purple and yellow than boys.
The influence of students' majors on color preference
As shown in Table 5, the influence of students' majors on color preference mainly lies in:
(1) liberal arts students prefer white. Students of different majors preferred blue, white and black colors, but liberal arts students preferred white. Liberal arts students had a preference of 5.70 percentage points higher than science students.
(2) liberal arts students prefer green, red and cyan. Students of science and engineering prefer yellow and purple.
(3) as a whole, majors have little influence on color preference.
Buy things that you like color.
In addition to a closed question, the survey also asked students about other interests in color through direct interviews, WeChat exchanges, and questionnaire submission.
1. buy something you like color.
2., the blue color is clean.
3. saturation is low, look comfortable color.
4. do not like bright colors with bright eyes. They prefer a relatively mild and low saturation color.
5. the same color should be brighter than green if it is younger than ordinary green.
6. like many colors, not specific to a certain color, choose the three, because all colors can be adjusted in these three colors.
7. I like the big red with great texture. It's not so vulgar, it looks heavy. Green likes army green and doesn't like bright green.
8. prefer gray to bright and not too bright.
9. like beautiful and lively colors.
10. like different colors at different times. Different colors give me different feelings on different collocations. Actually, I like all kinds of colors. With different mood, there will be different colors of interest. Individuals usually prefer the color of the Caron color in the choice of objects, such as room decoration.
11. no special preferences, I think any color has a glittering point, planning on goods, the most important thing is the harmony of colors.
12. each color will like, three options are not enough! The girl must be colorful.
13. don't spend too much money on it. I prefer pure color to fancy garish.
14. like many colors, but according to different items have different color choices. Different products will like different colors.
15. one T-shirt for every color.
16. Tiffany blue.
17. like gradient color.
18. elegant colors.
19. like the help of idols.
The overall impression is that people like to buy objects that match their own color preferences; different items have different color preferences; with the upgrading of consumption, people's preferences for color are increasingly integrated with consumer scenarios; the classic color system is favored, such as the Oran color, the Ma Caron color system, Tiffany blue, LV brown, and Hermes orange.
The survey has some limitations, such as the number of visitors, coverage areas, and color and color options. But through surveys, it reflects the degree of preference for different generations of college students in Z generation. Color has become an important element in product design and marketing planning.