Managing Images in Different Cultures: A Cross-National Study of Color Meanings and Preferences

TLDR

Color plays a key role in products, services, packaging, logos, and other collateral, shaping brand and corporate images in consumers’ minds. The study aims to examine consumers’ preferences for different colors and color combinations across eight countries. Researchers conducted an eight‑country survey where participants evaluated color preferences and matched colors to product logos to assess meaning associations. Results reveal both cross‑cultural similarities and differences in color preferences and meanings, with some color combinations consistently conveying similar meanings while others produce complementary interpretations, informing how brands can manage color to sustain images internationally.

Abstract

Color is an integral part of products, services, packaging, logos, and other collateral and can be an effective means of creating and sustaining brand and corporate images in customers’ minds. Through an eight-country study, the authors explore consumers’ preferences for different colors and color combinations. The results show cross-cultural patterns of both similarity and dissimilarity in color preferences and color meaning associations. When subjects are asked to match colors for a product logo, some color combinations suggest a consistency in meaning, whereas other combinations suggest colors whose meanings are complementary. The authors discuss implications for managing color to create and sustain brand and corporate images across international markets.