Novelty Seeking (Yellow Personality)
In Thomas Erikson’s color framework, Yellow describes a preference for novelty and excitement: trying new products, trends, and methods is appealing in itself.
THE IDEA
“THIS CAR IS A PROTOTYPE? THE CONCEPT COMPLETELY UNTESTED? NO ONE HAS EVER DONE THIS BEFORE? PERFECT!”
While a Red focuses on speed, a Yellow focuses on the latest and greatest. “New” is synonymous with “good.” All Yellows know that. And why not? Without creativity and new inventions all development would simply grind to a halt, right?
Everyone likes having a little excitement in their everyday life. The difference lies in how we define “exciting.” For a Yellow, “new” means “exciting.” Yellows are so-called early adopters, the very first to try out new things. Check out who is wearing the latest fashion, who is the first to drive a new and preferably unusual model of car. Who has the latest cell phone and who knows what restaurant will be the newest sensation in a few months?
How can they keep track of all this? Don’t ask me. They probably devote some of their time at work to keep au courant on all things new and interesting. But they’re also early in implementing new work methods and new concepts to sell goods and services. It’s just great fun.
Conclusion: Allow a Yellow to devote himself to the latest thing. He’ll love it. If you want to sell something to a Yellow, use expressions like “state-of-the-art,” “newly developed,” and “never before used.” Your potential customer will really get into gear.
“No one else has ever tried this? I have to have it!”
He’ll like you because you’re so exciting and so interesting and, above all, innovative. Equip yourself with lots of energy, because it can be challenging to keep up-to-date, but Yellows will adore you. However, be prepared to be replaced rather quickly if they find someone else who is even more knowledgeable about newer things.
When to use it
When launching a product, seek feedback from customers who have shown an interest in trying new things.
Invite team members interested in exploration to try new approaches, taking their skills and preferences into account.
In marketing, craft messages that highlight 'new,' 'exclusive,' and 'cutting-edge' to attract Yellow customers.
In personal relationships, plan novel activities to keep a Yellow partner engaged and excited.
FROM THEORY TO EVERYDAY LIFE
In practice
Early Tech Adoption
A Yellow personality is the first among friends to purchase the latest smartphone model, even if their current phone functions perfectly. They are excited by the 'new' features and status of being first.
Sales Pitch Success
A salesperson successfully sells a cutting-edge software package to a Yellow client by emphasizing that it is 'state-of-the-art' and 'never been used before,' triggering the client's desire for novelty.
A MOMENT TO REFLECT
Put it to work.
Recall a recent purchase. How much did novelty influence it, and does your preference for novelty vary across different kinds of purchases?
How could you adjust your communication style to appeal to a Yellow personality in a professional setting?
In what situations might a strong preference for novelty become a disadvantage?
Often confused with
CONTINUE THE CONVERSATION
Source texts
- Surrounded By Idiots (Thomas Erikson)