Reasons of Personal Color Dissatisfaction in MZ Generation: Exploring Behavioral and Psychological Responses

Abstract

Background Personal color is gaining enthusiastic popularity in the beauty industry. Abundant research has proven various aspects of the theory, yet in-depth study for the group with dissatisfaction toward their personal color stays lacking. This research aims to provide a theoretical basis of the MZ generation’s dissatisfaction regarding diagnosed personal color by unearthing their fundamental behavioral and psychological responses. Thorough investigation of the overlooked users and discovery of their hidden needs may contribute to the intellectual and academic proliferation of personal color field as well as potential consumer insight and practical ideation, which can lead to future design thinking, marketing, and product planning strategies. Methods This study conducted an exploratory survey to investigate the background information of the dissatisfied and qualitatively conducted 1:1 in-depth interviews to retrieve data regarding dissatisfaction toward diagnosed personal color and following behaviors and perceptions. Results For the basis of dissatisfaction, four major reasons have been discovered as internal causes implying identity problem, external causes implying social restrictions, trend issues, and difficult chromatic characteristics. On top of these dissatisfaction factors, the MZ generation acted out either neglecting or compromising behavior toward their given personal color diagnosis. And, keeping track of their thoughts and feelings, they are revealed to undergo several types of negative psychological responses classified to discomfort and distrust. Conclusion The results of this research convey holistic implications about the MZ generation’s internal conflict between ideal self-image and actual self-image, which has been expressed through the process of searching identity in form of personal color. Capturing their fundamental conflict factors, this study theoretically and qualitatively explored the previously undiscovered group and found background basis of design and marketing strategies, which can address the potential consumers in the beauty and personal color industry.