From the course: Color and Cultural Connections

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Gendered marketing through color

Gendered marketing through color

From the course: Color and Cultural Connections

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Gendered marketing through color

- Let's say you want to market to a female or a male audience. The best thing to do is to use pink for women and blue for men, right? Uh, no. While it's difficult to appeal to every individual taste, we simply can't continue to use gendered marketing through color. Let's take a little deeper and talk about the color pink in Western culture. You've seen pink razors, personal care items, clothing, toys, et cetera. Their price is about 7% higher and that's just because it's pink. It's also known as the pink tax. It's a real thing, I promise. Look it up. As women, we're charged far more just for a change in color, and none of these products have an added life-changing benefit for the color difference. Aside from this unfortunate issue, we need to stop assuming that every girl or woman associates with pink as being feminine. Pink can mean so much more. If we think about it, what shade or tint of pink makes us feel…

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