Gold for smartphones and tablets has been a staple in Asian markets for some time and now Samsung is going after female consumers in Malaysia with a Pink Gold (Rose Quartz) Galaxy Note 5.
Galaxy Note 5, does color really make a difference?
Well, it certainly doesn’t affect the functionality of the device, but Samsung believes that consumers do choose a phone based on colors available to them. It might seem trite and at the risk of grand overstatements or generalizations, gold is a sign of status in Asia and frankly as a device manufacturer you need to be aware of this.
“The exceptional innovation and functionality of the Galaxy Note 5 aside, we realised that colour too play an important tole in the popularity of the phone. From our research on market insights and predictions of current trends in the smartphone industry, we noted that Pink is a unique vibrant colour that resonates with many consumers,” said Mr. Lee Jui Siang, Vice President of the IT & Mobile Business Unit at Samsung Malaysia Electronics.
“We introduced the Galaxy Note 4 in Pink last year and it was a remarkable hit with many consumers. Now we want to continue the trend and this time, introduce the Galaxy Note 5 in Pink Gold,” he added.
The psychology of color
While a man can certainly buy and use the pink gold phone, Samsung has made it quite clear that it expects women to be the primary audience for this particular offering.
One’s environment, but more importantly cultural perceptions, plays an overriding role in dictating color appropriateness for gender, which in turn influences individual choices and for that matter marketing.
While a psychologist on staff at Samsung wasn’t responsible for the internal workings of the Galaxy Note 5, you can bet at least one was consulted before it was manufactured in pink gold.