Generation Y students’ product colour preferences

Abstract

This study reports on the colour preferences of 409 Generation Y students from two higher education institution campuses located in South Africa’s Gauteng province for certain consumer products. The preferences were indicated using a selfadministered questionnaire. These respondents aged 18 - 24 years claimed that blue as their favourite colour. In addition, the respondents indicated having a strong preference for consumer products coloured black. These findings, the first of their kind to be reported on in South Africa, offer important insights for marketers targeting this cohort and may be used as a guideline to incorporate colour into the design of products in such a way as to appeal to Generation Y students.