Is It Time To Get Past Colour Stereotyping For Genders?

Is It Time To Get Past Colour Stereotyping For Genders?
SHARE
THIS



Pink for girls and blue for boys. It’s a concept that has been drummed into society so deeply it’s a hard trench to get out of. And brands have long been known to use these colours as a way of segmenting audiences.

In April last year ABC’s The Checkout focused on gendered marketing and the prices associated with consumer goods, where products for girls were more expensive, even if they were virtually the same as the male equivalent.

It’s a heavily debated issue, however, Laurie Pressman, vice president of the Pantone Colour Institute, believes the industry will eventually be able to move past using colour for gendered marketing.

It’s the fashion industry, she told B&T, that is really helping to dig society up out of the gendered stereotyping cavern.

“On the fashion side of the business, there’s so much blurring,” she said. “And they’re doing everything they can to eradicate the stereotypes.” Pressman pointed out catwalks are now seeing men donning a lot of orangey-red which “typically men would not be wearing”.

“You’re seeing the red-based purples doing well for men and the blue-based for women, when typically it would have been the reverse,” she said.

Similar over in toyland, the industry has been pushing to do-away with stereotypes. A whole campaign has been developed called Let Toys Be Toys, not just for colour, but for all toys to stop being marketed towards certain genders.

Consumer packaged goods, Pressman suggested, are probably “slower to the punch” when it comes to using stereotypical colours in marketing.

“Maybe because of the scale of what’s involved,” she pondered, “and maybe because for years it’s been so drummed in to our heads that ‘light pink, oh that’s for women’ and you don’t have to read anything.

“Do I think that will change?” she questioned herself. “Probably. If we’re seeing a change in different industries, then I have to imagine it will change on that side as well.”

Colours changing their meanings isn’t an unfathomable proposition. Brown has achieved it.

“If you think about brown,” said Pressman, “brown has gone through its ebbs and flows…and we’ve just seen this shift from brown being thought of as dirt and earth into something that’s about luxury and it’s robust and it’s rich and it’s sumptuous.” The shift helped come about when expensive chocolate companies started using brown in their branding.

Similarly luxury brand Gucci has brown as one of its main colours. “It’s interested for me to see Gucci, even though brown is one of its signature shades, but I don’t think you would have seen, 20 years ago, introducing a new fragrance with brown packaging and featuring it so prominently.”

“There were such different adjectives being used to describe brown all of a sudden, it became much more popular in the luxury goods market.

“I think things change, is my point,” surmised Pressman. “I’m not saying it’s fast, but I do think things change.”

 

Please login with linkedin to comment

Advertising Standards Bureau Attention Span live stream uberboat

Latest News

Shh! Women's secrets. Cropped shot of female with finger in mouth. Closeup portrait of young woman is showing a sign of silence with shhh written on the finger.
  • Media

Mumbrella Bows To Industry Pressure & Switches Off Comments

Mumbrella has made the bold call to turn off comments on its articles, a move that will undoubtedly have a big impact for the publishing site. Mumbrella head of content Damian Francis made the announcement Friday afternoon, penning an opinion piece which will be the last article on Mumbrella to have comments. Francis wrote: “From […]

by B&T Magazine

B&T Magazine
Close up of women's hands holding smartphone. Her watching sms, message, e-mail on mobile phone in coffee shop. Blurred background.
  • Media

Survey Reveals Rising Popularity Of Audio Advertising In Mobile Games

A YouGov survey has revealed that adult mobile game players prefer audio ads over other monetisation models in mobile games. The survey, which asked 1,249 players about their preferences in mobile games, revealed that consumers have a preference for audio advertising, surpassing other popular monetisation models such as rewarded video and in-app purchases. The new […]

Australia Tumbles Down iPhone Pricing List
  • Technology

Australia Tumbles Down iPhone Pricing List

In excellent news if you want to hock one at the local Cash Converters, iPhones are becoming more pricey in Australia.

by B&T Magazine

B&T Magazine
IVE Launches Expanded Hygiene And PPE Product Range
  • Advertising

IVE Launches Expanded Hygiene And PPE Product Range

IVE has today announced the launch of ivolve, it’s expanded hygiene and Personal Protective Equipment (PPE) offering designed to help businesses return to the workplace safely. Led by hygiene and health consultant, Shylie Smith, the offering already provides products such as face masks, hand sanitisers and anti-bacterial wipes to many of Australia’s largest businesses including […]

Repco Supercars Pro Eseries Set For Return
  • Marketing

Repco Supercars Pro Eseries Set For Return

Nine Virgin Australia Supercars Championship teams have confirmed their place in an expanded 2020 Repco Supercars Pro Eseries field. Repco recently announced it will take naming rights sponsorship of the Supercars Championship and the Bathurst 1000 from 2021-2025 and is the new naming rights partner of the popular eseries that will again feature a number […]

Fiverr Launches Into Aussie Market, Appoints By All Means As Creative Agency
  • Advertising

Fiverr Launches Into Aussie Market, Appoints By All Means As Creative Agency

Tel Aviv headquartered global freelance marketplace, Fiverr, is launching into the Australian market with By All Means as lead creative agency, following a four-way pitch. By All Means will be charged with leading brand growth via multiple campaigns that will begin this month concurrently with a refresh for the brand rolling out globally. “In many […]