Won, S and Westland, S orcid.org/0000-0003-3480-4755 (2018) Colour meaning and consumer expectations. Color Research and Application, 43 (1). pp. 100-109. ISSN 0361-2317
Abstract
Deciding a colour for a product is a significant task for designers to attract consumer attention and communicate brand messages. It requires an initial analysis that explores consumer expectations within the sector, and this information is then used to inform development of a product design. This article discusses the application of the product colour development process during the initial phase of product design. Using a case study approach, one particular product category—a dishwashing liquid product was selected based on the suggestion from a leading U.K. consumer goods manufacturing company that colour is a major design factor for this product category. In the first phase of the study, interviews and an online survey were carried out with consumers (to explore what elements are important when they purchase a washing-up liquid product). In the second phase of the study, a colour meaning experiment was conducted to explore possible colours for dishwashing liquid packaging using a semantic differential method. The results show that yellowish and bluish green colours evoke positive responses while saturated and dark green colours are perceived more negatively.
Metadata
Item Type: | Article |
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Authors/Creators: |
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Copyright, Publisher and Additional Information: | © 2017 Wiley Periodicals, Inc. This is the peer reviewed version of the following article: Won S, Westland S. Colour meaning and consumer expectations. Color Res Appl. 2018;43:100–109. https://doi.org/10.1002/col.22167 ; which has been published in final form at https://doi.org/10.1002/col.22167. This article may be used for non-commercial purposes in accordance with the Wiley Terms and Conditions for Self-Archiving. |
Keywords: | colour meaning, consumer expectations, dishwashing liquid packaging |
Dates: |
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Institution: | The University of Leeds |
Academic Units: | The University of Leeds > Faculty of Arts, Humanities and Cultures (Leeds) > School of Design (Leeds) |
Depositing User: | Symplectic Publications |
Date Deposited: | 21 Feb 2018 15:51 |
Last Modified: | 10 Aug 2018 00:38 |
Status: | Published |
Publisher: | Wiley |
Identification Number: | 10.1002/col.22167 |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:127622 |