Thursday, October 02, 2008

The pink marketing machine

Take a look at womens wardrobe of a few years back. Or girls. Ask your mothers or aunts - a generation ago. Was there any pink in their wardrobe? Sure colours that ruled the roost were all bright, shiny. Gold was an important component as were diamonds or other stones, but pink?

Today, the whole theory is that girls love pink and boys love blue. While the boys part is not so much about marketing - even today blue retains the largest colour share in mens shirting - but by no means are boys dressed only in blue. But pink and girls seems to be one big marketing effort. That was my hypothesis, so I trawled through Google. Heres what wikipedia says on Pink (do look at the citations here):

In Western culture, the practice of assigning pink to an individual gender began in the 1920s. From then until the 1940s, pink was considered appropriate for boys because it was the more masculine and decided color while blue was considered appropriate for girls because it was the more delicate and dainty color. Since the 1940s, the societal norm apparently inverted so that pink became appropriate for girls and blue appropriate for boys, a practice that has continued into the 21st century.

And I loved this in the same entry:

It has been suggested that females prefer pink because of an evolutionary preference for reddish things like ripe fruits and healthy faces.This suggestion, however, has been criticized as unsubstantiated.

So, financial papers are pink - do they attract the chicas?


Kavi said...

When they say 'pink of good health' what would they mean ?!?

Savitha Rao said...

The hypothesis that women prefer pink is way off base. As a female consumer I find predictable shades of pink, blue , yellow staring at me from store counters. Stuff I wouldn't take even if it was offered free . Clothes , shoes , bags of good quality but totally unwearable colors.

It's a chicken and egg tale . Women buy from what's available in the stores . Thereby adding to the delusion of the brands that this is what women want.