Color Preferences of Generation MZ in Relation to Demographic Factors:Factors by Generation, Gender, Purchasing Power, and Education Level

Abstract

Background Generation MZ in relation to demographic factors such as generation, gender, purchasing power, and education level. The results of the study provide valuable data for designing color marketing strategies that cater specifically to Generation M and Generation Z. Methods A questionnaire consisting of 15 questions was completed by 107 individuals born between the years 1981 and 2005. The data was collected from October 24 to November 4, 2022. The study utilized the 15 basic colors of the Korean Industrial Standards “ KS A 0011 ” scale as the reference for color preference. Data analysis was performed through frequency analysis and an independent sample t-test using SPSS 26.0. Results The results indicated that the colors White, Black, Purple Blue, and Grey were highly preferred by Generation MZ, regardless of their demographic factors. The differences in color preference were mostly observed in colors with lower preferences. The demographic factor with the greatest impact on preferred color was education level. The study also revealed that preferences for the colors Grey and Pink varied significantly based on gender. Conclusions As sustainability in design becomes increasingly important due to environmental concerns and depletion of resources, an efficient and minimized error design methodology is necessary. This study, which analyzed the preferred color of Generation MZ and its relation to demographic factors, can provide evidence-based data for product planning, marketing, and advertising in the post-COVID-19 stagnant design industry.