engleski

Communication through colours – customer perception of the language of lipstick marketing strategies

The purpose of this article is to research the customers' perception of names for different lipstick shades, with emphasis on knowledge of English as a prerequisite for determining the colour. The aim was to determine whether customers are able to comprehend the message communicated by the name of a lipstick, to determine to which extent the respondents’ knowledge of English is in correlation to the right choice of colour. Research data was gained through an online questionnaire (N=95). Data was analysed to prove the hypotheses. Data analysis showed that respondents were mostly able to choose the correct colour, based on both previous experience and their perceived knowledge of English. As the survey was conducted on a relatively small sample, consisting of predominantly female respondents, the outcome may not necessarily be representative of a larger sample, so further research is recommendable. Findings can be used for marketing purposes, but also in business English language courses. This paper provides insight into how perceived knowledge of language is related to the right choice of a beauty product, and can be used as starting point for further and more comprehensive research.

communication, colours, English language, lipstick, marketing

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