The Product Color Matrix & Peripheral Cues

Today in class, we were given a set of commercials for a particular product. We then had to identify the color of the product (according to the Product Color Matrix), and then think of whether the product requires a central route to persuasion or a peripheral route.When we went over this concept in the beginning of the semester, I don't think I had a full understanding of it. I'm going to try to break it down right now.

To backtrack, the Product Color Matrix is a useful tool to classify products based on their level of risk and the consumer's objective for purchase. The product my group had was perfume, which is considered a "Red Good". These are products that give consumers an opportunity to feel good. When thinking about ELM and attitudes, consumers follow the "feel, learn, do" order when it comes to red products. Red products have a higher risk, and they are considered to be expressive toys.

The product my group was assigned was perfume- Chanel No. 5 in particular. Through watching a few of their recent commercials, we were able to get a better understanding about red products. This kind of product requires visual peripheral cues, as opposed to images (like many other peripheral cues). The peripheral visual cues used in the commercial were things like the attractive female, elegant and chic style, Paris (familiar, classy location). The overall idea for perfume is to feel good about what you are wearing- because it is your scent. That is why this kind of product starts with feeling.

The purpose of these peripheral cues is to keep consumers interested and engaged. With all of the distractions out there, it can be tough to retain your target market's attention. These peripheral cues are aimed at keeping consumers engaged and focused on what you are trying to tell them. Because this product is not a functional tool, these consumers need less of an "outer layer" explanation on the product attributes and features. They need more of an "inner layer" focus, relying on feelings and attitudes.

It's interesting to realize that peripheral routes of persuasion work better for particular products and particular consumers. I think that as a consumer, I connect easily with brands when there is a peripheral cue. For instance, I can recall Geico commercials because of the gecko- the peripheral cue. Like the Old Spice commercials we watched in class, there are various peripheral cues, including the shirtless man, that make me remember this commercial.

Can these peripheral cues also be considered touchpoints? For instance, if there is a celebrity endorser for a brand, and they use that same person across various marketing platforms, there is a stronger likelihood that consumers will interact with their brand. All of these touchpoints have consumers becoming aware and thinking about your product, service, or idea. Using peripheral cues seems like a good idea for brands, because they not only gain the attention of their target consumers, they can create an increased amount of touchpoints.