BEHR® PalettePro: Psychological and Emotional Impacts of Color
A professional project presented to the school of journalism and mass communication of Florida international university in partial fulfillment of the requirements for the degree of master of science [Florida international university spring 2024]
college of communication, architecture + the arts
school of communication + journalism
mmc 6950 mass communication professional projects — creative track (3 credits)
Research objectives
1. Evaluate the extent to which consumers understand the connection between color choices and mood, energy levels, and overall well-being
2. Identify gaps in consumer understanding and perception of color
3. Learn about the common relationships between mood and color
4. Explore if the desire for individuality influences color decisions
5. Investigate the demand and potential benefits of developing a digital tool integrating psychological and emotional considerations
loading screen
First Time user screen (survey question 1/5)
First Time user screen (survey question 2/5)
First Time user screen (survey question 3/5)
various survey results screens
explore by screens
iPhone homepage with app, palettepro Home Screen, user profile screen
Key points
Strengths
Brand Recognition
Established reputation for high-quality and accessible paint products
Target Audience Expertise
Caters to a wide range including DIY enthusiasts, professional painters, architects, and designers
Strategic Partnership
Exclusive supplier of paint at Home Depot in North America, leveraging a vast retail network
Challenges
Competitive Landscape
Faces competition from major brands like Sherwin-Williams and Benjamin Moore
Consumer Anxiety
Difficulty choosing colors due to emotional factors and lack of confidence
Opportunities
Expanding DIY Market
Capitalize on the projected significant growth in the DIY home improvement sector by 2030
Sustainability Focus
Align with the growing consumer interest in eco-friendly products and implement sustainable practices
Enhanced Color Selection Tools
Improve existing tools (like ColorSmart®) by incorporating emotional aspects of color to address consumer anxieties
Recommendations for future research
Cultural and Demographic Research
Investigate how cultural background and demographics influence color preferences for a more personalized approach
Long-Term Impact Studies
Explore the long-term effects of color choices on mental well-being and productivity in living spaces
Capitalize on Market Growth:
Leverage technology advancements and digital platforms to personalize consumer experiences and tap into the expanding DIY market
By implementing these recommendations, Behr Paint can solidify its leadership position in the industry. They can achieve this by providing innovative solutions that empower consumers to express themselves through color, while also promoting well-being and sustainability. This will not only address a key consumer pain point (color selection anxiety) but also position them to capitalize on the significant growth potential within the DIY market.