Color in Branding

8/10/2019 Color in Branding

1/18

COLOR IN VISUAL BRANDING Sponsored By

COLORIN VISUAL BRANDING:A Study of Affects and Associations

of Color-Based AdvertisingByCHERODIE [email protected] | @ccayers


2/18

COLOR IN VISUAL BRANDING2


3/18

COLOR IN VISUAL BRANDING

ABSTRACT

Visual communications importance reects within the elds of mass

communication, marketing, graphic design, and psychology. In the realm

of advertising, visuals can properly convey an emotion, feeling, or message

to an audience. This study discusses how color-based advertising affects

perception through tone and associations related to particular colors. Two

factors are analyzed: the association and the perception of a product based

on color. Through the examination of 90 participants divided into 3 groups

(red, blue, gray), individuals opinions of the 15-second commercials tone

were assessed. Ultimately, the results show that despite an audiences gen-

eral perception of an advertisement, individual descriptions and associa-tions may vary based solely on the change of color.

INTRODUCTION

Pick a color, any color. Why did you choose that color? Is it the shirt you are

wearing? Does it convey your current feeling? Is it simply your favorite

color? What does that color really mean? One of those questions may take just a

bit longer than the rest. Color theory is the meaning and perception of color, and

its not a new concept. In fact, researchers have been searching for an universal

answer to that very question for centuries.

In 1810, Johann Wolfgang von Goethe wrote of the nature of color and its

perception by humans in the book entitled Theory of Colours. Even though

Goethe was a poet and writer, he conceptualized colors meaning beyond what

the eye simply saw. As he suggested, color theory continues to be a remarkablephenomena that demands our attention even today. In order that this attention

be continued, it is necessary that we should feel some interest in exercising it, and

thus by degrees we become better acquainted with the object of our curiosity. 1

Granted, the advertisers of today are not so much interested in the actual

color as much as how to use it effectively in order to persuade an audience.

Just like color itself, visual communication encompasses a seemingly

innite scale of shades and hues while inuencing moods and attitudes.

TABLE OF CONTENTS

ABSTRACT 3

INTRODUCTION 3

COLOR IN THEORY 4

COLOR IN STRATEGY 5

COLOR IN QUESTION 6

COLOR IN METHOD 7

COLOR IN REVIEW 9

DISCUSSION 10

APPENDIX 12

Date Published: May 5, 2014

MORE ON ADAGE.COM

View theColor in Visual Branding

Instagram style videos

in black & white, blue

and red online at

creativity-online.com/redvsblue

Colors, like features, follow thechanges of the emotions.

-Pablo Picasso

1. Teory of Colours by Johann Wolfgang von Goethe


4/18


However, its quite interesting to consider just how effective a message is

based solely on color.

Red means stop. Green means go. Yellow means either slow

down or speed up before you get a ticket, depending on who youre

asking, of course. Colors suggest and instill certain emotions and reactions

within people. Through studies on color theory, we know to use red for dan-

ger, blue for safety, and yellow for caution. However, thats only if were

only considering color in the context of trafc.

In advertising, colors can mean multiple things. When thinking of the

color blue, possible emotions or feelings can include: peace, tranquility

and safety, but it can also mean sadness, faith or heaven, and can suppress

an appetite. Red can ignite feelings of anger, danger, or urgency, but it can

also be associated with passion, willpower, and determination. There sim-ply is no one-word denition for a color.

If colors meaning is not so black and white, is it possible to trick an

audience into connecting something is not as it seems, or would the effect

of color be too strong? This articles aim is to research peoples attitudes

when colors are placed in a similar context.

COLOR IN THEORY

Color perception arouses the neural portion of the optical pathway to thehypothalamic brain region into the pineal and pituitary glands, which contro

the endocrine system.2The formation of color associations stem from models of

memory and psychological functioning.7Phrased simply, our brains tell us wha

to think about color.

The embodied meaning of an aesthetic stimulus is independent of context

Similarly, biological responses to color are not learned, but already present from

birth.2On the other hand, referential meaning refers to learned color associations

through an individuals recollection of prior, absorbed inferences about that

color. These associations come from particular encounters with colors with

meaningful messages throughout ones lifetime.2

Just about every race, culture, and religion has a signicant discernment and

application of color. Everyone has their own perception and association of color

through individual memories and occurrences. Although cultural inuences

can also contribute to many learned color associations, color meanings are also

shared across cultural lines.2

CHARTS

DEMOGRAPHICS 9

OVERALL ASSOCIATIONS 10

TOP ASSOCIATIONS 11

OVERALL PERCEPTIONS 11

PECEPTION BY GROUP 12

ASSOCIATION BY GROUP 13

ASSOCIATION 14ONE-WAY ANOVA

ASSOCIATION 15POST HOC

PERCEPTION 17DESCRIPTIVES

PERCEPTION 17ONE-WAY ANOVA

2. Te Marketers Prismatic Palette: A Review of Color Research and Future Directions by Labrecque L., Patrick, V., & Milne (2013)3. Effects of Color as an Executional Cute in Advertising: Teyre in the Shade by Gorn, G., Chattopadhyay, A., Yi ., & Dahl D. (1997


5/18


COLOR IN STRATEGY

Color theory has been a focus within the realmsof art and psychology for way longer than in the

marketing and advertising world. Little academic

research has examined color theorys role in marketing.3

Additionally, previous color theory research leaves us

with several unanswered and questions and concerns.2

Studies are often done on broad categories (i.e. warm

versus cool) rather than specic hues, neglecting the

differences between cue triggers.2

Color can affect to the point of arousal including

both pleasure and tension, but this stimulation is not

necessary a good thing. Colors within mainstream

advertising have been known to have a negative effect

on consumers. For example, think about McDonalds

straying from a headache inducing red and yellow

interior design to more relaxing, neutral hues.3

Through the effective use of color, a brand can

form a strong visual identity, adding to its overall

recognition and desired image, while stimulating and

maintaining a relationship with an audience.6

Granted,strong brand identities are not formed over night. Over

the decades, Coca-Cola is known as classically red;

Pepsi is classically blue.

According to The Marketers Prismatic Palette:

A Review of Color Research and Future Directions,

color research in advertising focuses on two points:

(1) the importance of color versus black and white

advertising and (2) the effect of specic colors in

inuencing an audiences mood and evaluation.2

However, the goal of an advertiser is to choose

colors that amplify attention for a particular product

or service. Not only should the selected colors lure

an audience, but they should also appropriately

relate to the brand.3 A hue itself can trigger specic

emotional associations, and eventually and ultimately,

those associations can become linked with a brand or

product.6

However, adding more colors to attempt to

captivate an audience can have the opposite effect. As

additional colors are added, the brands message can

become distracting and even annoying to a consumer

A more simplistic, black and white ad can freely allow

enhanced processing.4

On the other hand, colors are more likely to help

communicate the mood or tone of an ad, enhancing a

brands attributes more so than black and white ads.4

A single cue (color) can be processed centrally or

peripherally depending on a consumers processing

ability and motivation, implying that color can be

effective for further cognitive elaboration, whichcould ultimately lead to an inuence strong enough to

persuade the support of that brand.4

Petty and Caccioppos Elaboration Likelihood

Model (ELM) implies that an individuals motivation

and ability can moderate the effect of color in an

advertisement.4The Elaboration Likelihood Model is a

dual process theory of persuasion of how attitudes are

formulated and persuaded.

Factors including involvement, motivation, and

relevance inuence information processing. The modelillustrates a communication process through two

possible routes, either the central route or periphera

route, as an outlet for receiving, comprehending, and

analyzing information.5

ELM proposes that under low elabo-

ration likelihood, source factors serve

as simple acceptance or rejection

cues, under moderate elaboration

likelihood source factors guide the

extent of thinking; and under high

elaboration likelihood source factors

are unimportant as cues or general

motivators of thought

-Petty & Cacioppio, 1984

4. Understanding the Effects of Color: How the Correspondence between Available and Required Resources Affects Attitudes by Meyers-Levy J., & Peracchio L. (19955. Source Factors and the Elaboration Likelihood Model of Persuasion by Petty, R.E., & Cacioppo, J.., (1984


6/18


Considering ELM, color can communicate

information about a brand through its visual impact.

The impact of color depends on its role in cognitively

demanding central processing, generally making it

more effective than black and white since it draws

more attention, stimulating a person to the point of

attentive arousal.4

As color-based ads repeat on our televisions and

computers, and in our newspapers and magazines,

certain meanings of that product are created and related

to that color. The initiation of color associations,

and their inuence on affect and behavior, may

occur without an individuals conscious decision orawareness to do so.6

This associative learning of visual information

develops in early enough stages to persuade quick

decision making.8 Associative learning also indicates

and inuences brand perception, explaining why

certain products become associated with certain

colors.6 Therefore, colors effectiveness can either

make or break an ad.

COLOR IN QUESTION

The review of literature presented an overview of

the theories relevant to the importance and development

of color theory in direct application to advertising

research. The literature focused on information

in regards to two topics: colors meaning through

associations and colors meaning through perceptions.

From these concepts, I sought to answer two questions:

The purpose of this research is to examine the

associations and perceptions of the public who are

exposed to color-based advertising. With previous

though limited academic research of color theory in

advertising, the intended goal is to gain more insight

and understanding of not just the perception of color

but also the successes and failures of color-based

advertising.

The overall hypothesis to be tested by this study is

that people are easily persuaded and inuenced on the

concept of a brand when color is presented in order to

increase a messages argument strength, even through

broadcast media such as commercials and online videoadvertisements.

More specically, through the experimentation

and survey of perceptions and associations of color-

based advertising, creative professionals could better

understand how to reach their audiences. This study

aims to relay useful insight to the relationship of color

theory and advertising.

To answer the presented research questions

experiment participants were shown one of three color-

based 15-second commercials in various colors: blackand white, blue, or red. Red is generally considered an

exciting color, and blue is considered relaxing. Both

of these hues can be perceived as pleasant, leading to

favorable attitudes in audiences.3

A black and white version of the video was selected

to see if color will have an effect at all compared to

the other two groups. In the past, researchers have

indicated that less-motivated consumers depend on

color as an elaboration cue.2

RESEARCH QUESTIONS

RQ1: Does the color used in advertising influence the consumers affective associations?

RQ2: Does the color used in advertising match the consumers perception of the advertisedproduct?

6. Romantic Red: Red Enhances Mens Attraction to Women by Elliot A. & Niesta D. (2008)7. Exciting red and Competent Blue: Te Importance of Color in Marketing by Labrecque L. & Milne G. (2011


7/18


HYPOTHESES

H1: Participants watching the blue video willperceive the brand as water more so than theother groups due to biological responses andlearned associations.

H2: Participants watching the red video willbe tricked to perceive the brand not as water

more so than other groups due to biologicalresponses and learned associations.

H3: Participants watching the blue video willassociate the advertisement with affects andterminology relating to its defined meaningas due to biological responses and learnedassociations.

H4: Participants watching the red video willassociate the advertisement with affects andterminology relating to its defined meaning dueto biological responses and learned associations.

Therefore, based on the previous literature, four

hypotheses are proposed:

The following variables were analyzed to determine

the associations and perceptions that consumers

have on an advertisement with an emphasis on color.

Specically, affect will measure a persons associations;

and brand perception will measure a persons view of a

product.

For this project, association is dened as a connection

between objects that allows one item to become related

to another based on perception alone. This relationship

does not have to directly manipulate. For example, one

can associate the color blue with masculine or athletic.

Affect, instead of attitude, is used as a description

of the use of color in advertising. Affect means to

change in terms of an emotion or symptom. In this

sense, the advertisements affect on an individual will

not be weighed, but rather how the advertisement

itself displayed an affect. Someone can see a funny

commercial, but remain irritated or melancholy

based on the days personal impact. Additionally, the

advertisements impact will not be weighed. Questions

similar to Did you enjoy this ad? or Would you

purchase this product? were not asked.

COLOR IN METHOD

For this study, 90 consumers frequenting one of

three shopping centers were surveyed. The sample

from each shopping center included 30 randomly

selected participants, ages 18 64, using the intercept

sampling method (Chart 1). This sample is not a true

representative of the general population, but it does

target active consumers for many products, especially

since they were selected at random. Participants weredivided into groups by rolling a single die. Once in a

group, they were shown the designated video.

The video was three generic shots of water pouring

with either a black, blue, or red background. At the end

of the video, the brand Distil and a subtext triple

distilled was shown. Although the brand was shown

the actual product (water) was not displayed. This was

to test the perception of the participant.

Next, each participant lled out a short survey

(Appendix A). The rst question allowed for them to

choose from 14 associations along with 1 option to ll

in a word of their choosing. The second question asked

about the product itself. Participants had to indicate

if it was Distil Water, Distil Vodka, Distil Club Soda

or Distil Gin. The surveys were calculated and tested

using descriptive statistics and a one-way ANOVA test.

8. Remembering Visual Motion: Neural Correlates of Associative Plasticity and Motion Recall in Cortical Area M by Schlack A., & Albright .(2007


8/18



9/18


The blue group labeled the video as calm, serene

and interesting the most. The color blue can be

described as both a calm and serene hue, and could

indicate that participants associated affects based on

the inuence of color in the video.

However, the red group listed the video more often

as calm, interesting, alluring and attractive. This could

be due to the overall nature of the video or the sound

accompanying the video. The association of the red

video with a red affect, sultry, was only recorded 10%of the time (Appendix D).

On the opposite end of the spectrum, the black

and white group labeled the video as melancholy

gloomy, emotional, and natural more than once, but

less than other popular groups, ranging from 6.7% to

13.3% (Appendix B). The multiple responses could

have come from being common associations with the

color gray, but because they did not rank higher among

participants, theres no true indication that color

inuenced the videos affect.

The blue group listed more lively affects such as

associations of the video including the active, energetic

and emotional affects the least. This directly contrasts

with the top choices of the blue video being described

as calm and serene (Appendix C).

The red group was more diverse in selection with

every option besides the sweet and cheerful affects

COLOR IN REVIEW

Overall, despite color, participants answers were

across the board in terms of the videos affect (Chart

2). They labeled it as calm the most often with 44.4%

and as cheerful and sweet the least, each with

just 1.1% per affect. Calm is considered a common

association with the color blue. Cheerful is generally

considered as an affect of yellow, and sweet is linked

with pink. Since the video was not shown in these two

color contexts, participants followed the trend of color

theory by selecting these options the least.

In most cases, affects ranked very high or low

amongst all three groups, giving it denite, polarized

characteristics. This indicates that color may not have

altered the overall tone of the advertisement, as even

with differing colors contexts, participants commonly

associated the video with the same affects.

Charts 3 and 4 examine the most described andleast described associations made by participants.

Between groups, participants were still consistent. The

majority of black and white group listed the video as

alluring, attractive, and interesting. These affects are

neutral compared to some of the others, indicating that

the black and video may have caused participants to

describe it as such.

RACE

33.3% WHITE45.6% BLACK

GENDER*

*1 N/A

36.7% MALE62.2% FEMALE

5.6% HISPANIC

2.2% NATIVE AMERICAN

2.2% ASIAN

11.1% OTHER

AGE

70% 18-2920% 30-49

10% 50-64

CHART 1: DEMOGRAPHICS


10/18


value is the alluring affect. The lack of signican

values could be due to each group only having 30

participants per group, as it is a small sample.

The Post-Hoc analysis (Appendix F) conrmsthat the signicant value of 0.042 comes from the

difference between the blue and the black and white

groups. The blue group as a whole notably associated

the video with the calm affect more so than the black

and white group.

There was a marginal difference between the

red and the black and groups (0.08). Other marginal

differences resided with the natural affect, both between

the black and white group versus the two color groups

Despite the percent difference discussed earlier

in the article, the difference itself is not of signicant

value at 0.13 as indicated in Appendix G. This could

also be due to the small sample taken to compare

across groups.

DISCUSSION

This study was conducted in order to gain insighton how color-based advertising can inuence an

audiences association of affect and perception of a

product.

being chosen by at least one participant (Appendix D).

This could be due to the mixed perception with water,

commonly known as blue, with the red background.

Participants generally were not inuenced to thinkthat the product advertised was anything but water with

62.2% reporting that they perceived the advertisement

to be for Distil Water rather than Distil Vodka, Distil

Club Soda, or Distil Gin.

However, during testing, only 1 participant out of

90 recalled not seeing a particular product, just the

brand name itself. Therefore, even though a colors

meaning may not persuade an individual in this

case, brand awareness and recollection indicates that

consumers may bypass details of a message during

peripheral elaboration.

Between groups, participants within the blue group

perceived the product as water by over 20% more than

the other groups with 76.7% listing it as water while

the black and white group listed water 56.7% of the

time. The red group listed water the least at 53.3% with

46.7% perceiving the product as vodka, club soda, or

gin.

Appendix Es one-way ANOVA of associationsproves that there were differences between groups, but

the only one that indicated a designated signicant

CHART 2: OVERALL ASSOCIATIONS

ACTI

VE

6.7% 37.8% 36.7% 44.4% 1.1% 7.8% 5.6% 5.6% 36.7% 6.7% 24.4% 32.2% 20% 1.1% 6.7%

ALLU

RING

ATTR

ACTI

VE

CALM

CHEE

RFUL

EMOT

IONAL

ENER

GETIC

GLOO

MY

INTE

RESTING

MELA

NCHOL

Y

NATU

RAL

SERE

NE

SULT

RY

SWEE

T

OTHE

R


11/18


Some of the results could indicate that color does

in fact persuade consumers; however, the size of

the selected sample per group reduces the ability to

properly apply results to the general public. Even so, ifthis study was conducted on a wider scale with similar

results, some signicant inferences can be made.

The experimental design itself can evolve from

this point, controlling for the atmosphere of the

administered experiment or the music played during

the advertisement.

I decided to work with a broadcasted commercial

format to see if peripheral cues swayed participants

associations of affects, yet the music itself can prove to

be an inuence in the tone of the messages argument.

However, in a day and age where advertisers are

looking into utilize Instagrams continuously scrolling,

15-second video format as a marketing tool, knowing

what grabs an individuals attention the quickest can

help effectively communicate a brands message.

ALLURING 56.7%

43.3%

40.0%

46.7%

40.0%36.7%

43.3%

33.3%

30.0%

ATTRACTIVE

INTERESTING

CALM

SERENE

INTERESTING

CALM

INTERESTING

ALLURING/ATTRACTIVE

BLACK & WHITE

BLUE

RED

CHART 3: TOP ASSOCIATIONS

CHART 4: OVERALL PERCEPTION

CHART 4: PERCEPTION BY COLOR

WATER

62.2% 37.8%

OTHER

WATER

56.7% 43.3%

OTHER

WATER

76.7% 23.3%

OTHER

WATER

53.3% 46.7%

OTHER


12/18


Adding additional or similar colors for comparison

can also help not only in general advertising, but in a

brands visual identity as well. As we progress even

further into the digital era, color continues to be aneffective tool for shaping brand perception.6

In todays age, color is becoming more relevant in

advertising as a way to customize a users experience.

Granted, other disciplines over the centuries have

studied color theory, but mass communication as a whole

can learn to benet from analyzing, understanding, and

employing the meaning of color.

QUESTION TEXT: IF YOU WERE DESCRIBING THIS ADVERTISEMENT TO A FRIEND, WOULD YOU SAY THE AD IS...

(CHOOSE ALL THAT APPLY)

ACTIVE ALLURING ATTRACTIVE CALM SWEET

CHEERFUL EMOTIONAL ENERGETIC GLOOMY SULTRY

INTERESTING MELANCHOLY NATURAL SERENE OTHER (PLEASE LIST) __________

QUESTION TEXT: WHAT PRODUCT WAS THE ADVERTISEMENT PROMOTING

(CHECK ONLY ONE)

DISTIL WATER DISTIL CLUB SODA

DISTIL VODKA DISTIL GIN

QUESTION TEXT: WHAT IS YOUR SEX?

MALE

FEMALE

PREFER NOT TO ANSWER

QUESTION TEXT: WHAT IS YOUR ETHNICITY?

CAUCASIAN AFRICAN AMERICAN/BLACK HISPANIC PREFER NOT TO ANSWER

AMERICAN INDIAN ASIAN OR PACIFIC ISLANDER OTHER (PLEASE LIST) __________

APPENDIX A: SURVEY

ABOUT THE AUTHORCherodie M. Ayers-Cannon is in her third semester at

the Manship School of Mass Communication with an

emphasis in Visual Communication at Louisiana State

University. She plans to take this study in color theory

to present at advertising and marketing conferences in

order to create a dialogue of effective visual impact

amongst creative professionals.


13/18


APPENDIX B, C, D: ASSOCIATION BY GROUP

ACTIVE

ALLURING

ATTRACTIVE

CALM

CHEERFUL

EMOTIONAL

ENERGETIC

GLOOMY

INTERESTING

MELANCHOLY

NATURAL

SERENE

SULTRY

SWEETOTHER

Valid N (listwise)

30

30

30

30

30

30

30

30

30

30

30

30

30

3030

30

0

0

0

0

1

0

0

0

0

0

0

0

0

00

1

1

1

1

1

1

1

1

1

1

1

1

1

11

.97

.43

.57

.57

1.00

.87

.97

.93

.60

.90

.87

.63

.73

.97

.93

.183

.504

.504

.504

.000

.346

.183

.254

.498

.305

.346

.490

.450

.183.254

N MINIMUM MAXIMUM MEAN STD. DEVIATION

ACTIVE

ALLURING

ATTRACTIVE

CALM

CHEERFUL

EMOTIONAL

ENERGETIC

GLOOMY

INTERESTING

MELANCHOLY

NATURAL

SERENE

SULTRY

SWEET

OTHER

Valid N (listwise)

30

30

30

30

30

30

30

30

30

30

30

30

30

30

30

30

0

0

0

0

0

0

0

0

0

0

0

0

0

0

0

1

1

1

1

1

1

1

1

1

1

1

1

1

1

1

.93

.73

.63

.53

.97

.93

.90

.93

.63

.93

.63

.60

.90

1.00

.90

.254

.450

.490

.507

.183

.254

.305

.254

.490

.254

.490

.498

.305

.000

.305


ACTIVE

ALLURING

ATTRACTIVE

CALM

CHEERFUL

EMOTIONAL

ENERGETIC

GLOOMY

INTERESTING

MELANCHOLY

NATURAL

SERENE

SULTRY

SWEET

OTHER

Valid N (listwise)

30

30

30

30

30

30

30

30

30

30

30

30

30

30

30

30

0

0

0

0

1

0

0

0

0

0

0

0

0

0

0

1

1

1

1

1

1

1

1

1

1

1

1

1

1

1

..90

.70

.70

.57

1.00

.97

.97

.97

.67

.97

.77

.80

.77

1.00

.97

.305

.466

.466

.504

.000

.183

.183

.183

.479

.183

.430

.407

.430

.000

.183



14/18


APPENDIX E: ASSOCIATION ONE-WAY ANOVASum of Squares df Mean Square F Sig.

ACTIVE Between Groups 0.067 2 0.033 0.524 0.594Within Groups 5.533 87 0.064

Total 5.6 89

ALLURINGBetween Groups 1.622 2 0.811 3.613 0.031*Within Groups 19.533 87 0.225

Total 21.156 89

ATTRACTIVEBetween Groups 0.267 2 0.133 0.562 0.572Within Groups 20.633 87 0.237

Total 20.9 89

CALM Between Groups 0.022 2 0.011 0.044 0.957Within Groups 22.2 87 0.255

Total 22.222 89

CHEERFULBetween Groups 0.022 2 0.011 1 0.372Within Groups 0.967 87 0.011

Total 0.989 89EMOTIONA Between Groups 0.156 2 0.078 1.074 0.346Within Groups 6.3 87 0.072

Total 6.456 89

ENERGETICBetween Groups 0.089 2 0.044 0.835 0.438Within Groups 4.633 87 0.053

Total 4.722 89

GLOOMY Between Groups 0.022 2 0.011 0.206 0.814Within Groups 4.7 87 0.054

Total 4.722 89

NTERESTINBetween Groups 0.067 2 0.033 0.139 0.87Within Groups 20.833 87 0.239

Total 20.9 89

ELANCHOL Between Groups 0.067 2 0.033 0.524 0.594Within Groups 5.533 87 0.064

Total 5.6 89

NATURAL Between Groups 0.822 2 0.411 2.264 0.11Within Groups 15.8 87 0.182

Total 16.622 89

SERENE Between Groups 0.689 2 0.344 1.58 0.212Within Groups 18.967 87 0.218

Total 19.656 89

SULTRY Between Groups 0.467 2 0.233 1.457 0.239Within Groups 13.933 87 0.16

Total 14.4 89

SWEET Between Groups 0.022 2 0.011 1 0.372Within Groups 0.967 87 0.011

Total 0.989 89

OTHER Between Groups 0.067 2 0.033 0.524 0.594

Within Groups 5.533 87 0.064


15/18


APPENDIX F: ASSOCIATION POST-HOC PART 1Multiple Comparisons

Tukey HSDDependent Variable (I) GROUP (J) GROUP ean Dif ference (I-J) Std. Error Sig. 95% Confidence Interval

Lower BoundACTIVE BW Blue 0.033 0.065 0.866 -0.12

Red 0.067 0.065 0.564 -0.09Blue BW -0.033 0.065 0.866 -0.19

Red 0.033 0.065 0.866 -0.12Red BW -0.067 0.065 0.564 -0.22

Blue -0.033 0.065 0.866 -0.19ALLURING BW Blue -.300* 0.122 0.042 -0.59

Red -0.267 0.122 0.08 -0.56Blue BW .300* 0.122 0.042 0.01

Red 0.033 0.122 0.96 -0.26Red BW 0.267 0.122 0.08 -0.03

Blue -0.033 0.122 0.96 -0.33ATTRACTIVE BW Blue -0.067 0.126 0.857 -0.37

Red -0.133 0.126 0.541 -0.43Blue BW 0.067 0.126 0.857 -0.23

Red -0.067 0.126 0.857 -0.37Red BW 0.133 0.126 0.541 -0.17

Blue 0.067 0.126 0.857 -0.23CALM BW Blue 0.033 0.13 0.965 -0.28

Red 0 0.13 1 -0.31Blue BW -0.033 0.13 0.965 -0.34

Red -0.033 0.13 0.965 -0.34Red BW 0 0.13 1 -0.31

Blue 0.033 0.13 0.965 -0.28CHEERFUL BW Blue 0.033 0.027 0.442 -0.03

Red 0 0.027 1 -0.06Blue BW -0.033 0.027 0.442 -0.1

Red -0.033 0.027 0.442 -0.1Red BW 0 0.027 1 -0.06

Blue 0.033 0.027 0.442 -0.03EMOTIONAL BW Blue -0.067 0.069 0.604 -0.23

Red -0.1 0.069 0.325 -0.27Blue BW 0.067 0.069 0.604 -0.1

Red -0.033 0.069 0.881 -0.2Red BW 0.1 0.069 0.325 -0.07

Blue 0.033 0.069 0.881 -0.13ENERGETIC BW Blue 0.067 0.06 0.505 -0.08

Red 0 0.06 1 -0.14Blue BW -0.067 0.06 0.505 -0.21

Red -0.067 0.06 0.505 -0.21Red BW 0 0.06 1 -0.14


16/18


APPENDIX F: ASSOCIATION POST-HOC PART 2Multiple Comparisons

Tukey HSDDependent Variable (I) GROUP (J) GROUP Mean Difference (I-J) Std. Error Sig. 5% Confidence Interval

INTERESTING BW Blue -0.033 0.126 0.962 -0.33 0.27Red -0.067 0.126 0.858 -0.37 0.23

Blue BW 0.033 0.126 0.962 -0.27 0.33Red -0.033 0.126 0.962 -0.33 0.27

Red BW 0.067 0.126 0.858 -0.23 0.37Blue 0.033 0.126 0.962 -0.27 0.33

MELANCHOLY BW Blue -0.033 0.065 0.866 -0.19 0.12Red -0.067 0.065 0.564 -0.22 0.09

Blue BW 0.033 0.065 0.866 -0.12 0.19Red -0.033 0.065 0.866 -0.19 0.12

Red BW 0.067 0.065 0.564 -0.09 0.22Blue 0.033 0.065 0.866 -0.12 0.19

NATURAL BW Blue 0.233 0.11 0.092 -0.03 0.5Red 0.1 0.11 0.636 -0.16 0.36

Blue BW -0.233 0.11 0.092 -0.5 0.03Red -0.133 0.11 0.449 -0.4 0.13

Red BW -0.1 0.11 0.636 -0.36 0.16Blue 0.133 0.11 0.449 -0.13 0.4

SERENE BW Blue 0.033 0.121 0.959 -0.25 0.32Red -0.167 0.121 0.354 -0.45 0.12

Blue BW -0.033 0.121 0.959 -0.32 0.25Red -0.2 0.121 0.227 -0.49 0.09

Red BW 0.167 0.121 0.354 -0.12 0.45

Blue 0.2 0.121 0.227 -0.09 0.49SULTRY BW Blue -0.167 0.103 0.246 -0.41 0.08

Red -0.033 0.103 0.944 -0.28 0.21Blue BW 0.167 0.103 0.246 -0.08 0.41

Red 0.133 0.103 0.404 -0.11 0.38Red BW 0.033 0.103 0.944 -0.21 0.28

Blue -0.133 0.103 0.404 -0.38 0.11SWEET BW Blue -0.033 0.027 0.442 -0.1 0.03

Red -0.033 0.027 0.442 -0.1 0.03Blue BW 0.033 0.027 0.442 -0.03 0.1

Red 0 0.027 1 -0.06 0.06Red BW 0.033 0.027 0.442 -0.03 0.1

Blue 0 0.027 1 -0.06 0.06

OTHER BW Blue 0.033 0.065 0.866 -0.12 0.19Red -0.033 0.065 0.866 -0.19 0.12

Blue BW -0.033 0.065 0.866 -0.19 0.12Red -0.067 0.065 0.564 -0.22 0.09

Red BW 0.033 0.065 0.866 -0.12 0.19Blue 0.067 0.065 0.564 -0.09 0.22


17/18


APPENDIX F: PERCEPTION DESCRIPTIVES

APPENDIX G: PERCEPTION ONE-WAY ANOVA

N Mean Std. Deviation Std. Error 95% Confidence Interval for Mean

Lower Bound Upper Bound

BW 30 0.43 0.504 0.092 0.25 0.62

Blue 30 0.23 0.43 0.079 0.07 0.39

Red 30 0.47 0.507 0.093 0.28 0.66

Total 90 0.38 0.488 0.051 0.28 0.48

Sum of Squares df Mean Square F Sig.

Between Groups 0.956 2 0.478 2.058 0.134

Within Groups 20.2 87 0.232Total 21.156 89


18/18


Documents

Color in Branding