The influence of smartphone colour palettes on consumers’ attitudes and purchase intentions

Despite its importance, the concept of colour is not widely understood in marketing. This thesis establishes conventionally, and unconventionally coloured smartphone lines based on desk research. The influence of these smartphone colour palettes on consumers’s attitudes to the visual appeal of the product line, the brand personality with regards to originality, the brand itself, and purchase intention were then researched. Four hypotheses were tested on a sample of 101 subjects. The results demonstrated that smartphone colour palettes have significant impacts on consumers’ attitudes and on their purchase intentions. Finally, colour strategies for incumbent and new market players based on the results are presented.