Get The Parity Started

It’s amazing how the colour of a product makes such a difference in price. In our world where there’s often not much differentiating one product from another, the colour can make all the difference. Of course, I’m going to use examples from cars and technology, but you can find examples everywhere.

That’s the reason why cars have taken a turn for the gray in recent decades. It’s affected by what car buyers desire in their own cars, but also their concern for resale value. So they’ll prefer an inoffensive gray car that they can easily flip a few years later, not the green one that might turn off other buyers. I suspect it’s also that car companies know people are very choosy, and colour won’t win them many sales unless it’s absolutely perfect, but an offensive colour will lose them many, so they stay neutral. Personally, I think that’s a shame; I like colours, but I’m not married to any in particular. So I’d like to have a nice colour for the sake of some colour in my life, even if it’s not my favourite. But I seem to be in the minority on that, so gray it is.

I’ve also seen the colours having an effect on prices in the technology business. I’ve been looking for an external hard drive, and Samsung makes their external drives in traditional black, but also in blue and red. I’ve noticed that one colour is sometimes on sale, but not the others. They’re identical other than the colours, so I’m assuming that when one falls behind in sales, some algorithm somewhere decides it’s time for a discount. It’s hard to believe that colour can have that kind of effect on the purchase of something few others are going to see, but apparently it does.

But then I went looking for a game controller. They’re traditionally gray or black, but often available in other colours. So after my experience with the hard drives, I wasn’t surprised to find that the red XBox controller was five dollars less than the original black. I was set to order it and congratulate myself on my colourful frugality, but then I saw it: A pink controller, for fifteen dollars less than the original.

That’s ironic, because of this concept called, the “Pink Tax.” That’s the phenomenon where products aimed at women are more expensive than similar products aimed at men, even though they hardly differ. Often, the only difference is that they’re pink, hence the name. They aren’t really more expensive because they’re pink. After all, pink paint and dye is not particularly expensive. Instead, it’s factors like how much consumers want and need products. I’m assuming that because women are under more pressure to look good, their hygiene products are more expensive because of higher demand.

So in other contexts, pink might cost more, but the roles have been reversed here. You might be surprised to see them even trying to sell something pink in the world of video games, but let me remind you: 

1. Surveys show female gamers are now close to 50% of the market.
2. We are just coming out of The Year Of Barbie. 

Having said that, it appears things weren’t working out the way Microsoft marketing wanted, and the pink controllers were deeply discounted. I don’t know, maybe the Barbie-gaming crossover wasn’t as much as they’d hoped. But I suspect the real reason is that female gamers may choose the black or the pink, while the males will only buy the black.

(And if you’re wondering, I only saw one colour that was more expensive than the original black controller: a dark purple. Purple seems to be having a moment right now.)

For me, even when I put aside traditional symbols of masculinity, pink is not one of my favourite colours. I don’t mind it, as long as it’s taken in reasonable quantities. You know, less than the Barbie-aisle-at-Toys-R-Us levels. And whatever need I have to reaffirm my masculinity is tiny compared to my desire not to over-spend on electronics, so: I ordered the pink controller.

It’s not much of a consolation for high-priced women’s products, but there are times when the Pink Tax turns into, let’s say, the Pink Subsidy. And I’m pleased to be gaming with both confidence in my masculinity, and an extra fifteen dollars in my pocket.