Colour is key
Colour and finish are key factors in determining homeowners’ purchasing decisions, according to a recent YouGov poll.
The independent the survey commissioned by Deceuninck found that 75% of homeowners think that colour choice is important in shaping their purchasing decisions.
Security, energy efficiency and sustainability were also cited by respondents as key influences on their purchasing decisions. Price was also a significant factor for some groupings but less so for others.
Rob McGlennon, managing director of Deceuninck, said: “Energy efficiency and security are key drivers of window and door purchases but colour, aesthetics and finish, are increasingly important, cited by 75% of respondents in our poll as an influence on their purchasing decisions.”
Certain colour preferences are affected by age and demographics, according to the detail in the survey findings, which “are invaluable in supporting the industry in selling colour and finish more effectively”, Rob said.
While the YouGov conducted survey found 75% of those questioned said choice of frame colour would influence their purchasing decisions, 96% said a match to the overall appearance of their property was also key.
Across all age groups window security and energy efficiency polled highly. Window price was, however, a significantly less important factor for older homeowners when compared to younger homeowners. The match to the overall appearance of the property (69%), and purchase from a trusted supplier (70%) was also more important for this grouping.
“With age comes wisdom,” Rob said. “Older consumers and homeowners have maybe bought windows and doors in past and made those purchases on the basis of price, and appear to have learned from the experience.
“Frame colour, match to their home, a trusted supplier and to a lesser extent sound proofing, were statistically significantly more important to this demographic.”
Colour and match to the overall appearance of their property were also more important to owners of older properties, particularly among those with homes built pre-1920.
When asked, what would be their first colour choice if they were to change their windows, white was cited by 43% of homeowners. Greys (including anthracite grey, agate grey, and grey) accounted for a combined 17%. Irish oak and rosewood polled 7% and 6% respectively. Greens, including chartwell and sage green, recorded 4% and 1%; and black and cream each recorded 4%.
“Age, property type – all have a significant impact on choice,” Rob said. “In understanding that better, we have an opportunity to be more targeted at point of retail, and sell more effectively and at a greater margin.”
Deceuninck will be releasing detail analysis of the survey results over the coming weeks to its customers in a series of remote presentations and workshops.
Deceuninck offers 30 colourways in stock and 20 additional colours in 15 working days. On average, Deceuninck fabricators sell twice as much colour as their competitors, the company said.
To book your slot, call 01249 816 969, email firstname.lastname@example.org, or visit www.deceuninck.co.uk.