Pantone Case Study

559 words - 3 pages

Case Study – Pantone: This Year’s Color: Honeysuckle

1. Pantone’s color-management systems were designed in a business environment and are primarily employed by businesses and entrepreneurs seeking to standardize colors across various production applications. Do you think Pantone’s systems might have any use for regular consumers, though? If so, how?

Yes, I believe Pantone’s color-management systems can be used for regular consumers by offering paint and designer-inspired products and services for consumers. In the article by Stewart (2010), the company’s first consumer-licensing launched in 2007, a Japanese cell phone from Softbank in 20 Pantone colors. That was quickly followed by Pantone-themed products, including mugs, messenger and tote bags, peppermills, folding chairs and stools, eyewear, stationery and storage tins, and sneakers (Para 5).

Cultural Influences

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Whether if it’s a new product they want to buy or just want to have other’s point of view of the item they are trying to buy. Consumers interact socially with reference group, opinion leaders, and family members. For example, if a person wants to buy a pantone product, they would likely ask others opinions on pantone products, whether they are in good quality, or if it’s to overprice? Consumers are easily influenced with other customers opinions especially if family members.

Businesses - While consumers seek opinions, businesses inquiry about the organization’s reputation they are dealing with.

Individual Influences

Consumers – A person's buying decisions are also influenced by personal characteristics that are unique to each individual, such as gender; age and life cycle stage; and personality, self-concept, and lifestyle (Lamb, Hair, McDaniel, 2013 Ch. 6 pp101-104). It really depends on the age group or lifestyle a person has. For instance, most of the baby boomers wouldn’t buy a Pantone concept items because the style would be too modern while younger generations would prefer to have modern style with bold colors.

Businesses –

Psychological Influences

Consumers – An individual's buying decisions are further influenced by psychological factors: perception, motivation, learning, and beliefs and attitudes. These factors are what consumers use to interact with their world. They are the tools consumers use to recognize their feelings, gather and analyze information, formulate thoughts and opinions, and take action. Unlike the other three influences on consumer behavior, psychological influences can be affected by a person's environment because they are applied on specific occasion

Businesses –

2. The colors in Pantone’s systems are created from the proprietary formulations for a base set of inks. What kind of demand do the inks have with the color management systems as a whole?

3. What type of business product is the Pantone Management System?

Major equipment, accessory equipment, processed material supplies, and business services – not

Raw material

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