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Abstracts prior to volume 5(1) have been archived!

Issue 5(1), October 2010 -- Paper Abstracts

Girard  (p. 9-22)

Cooper (p. 23-32)

Kunz-Osborne (p. 33-41)

Coulmas-Law (p.42-46)

Stasio (p. 47-56)

Albert-Valette-Florence (p.57-63)

Zhang-Rauch (p. 64-70)

Alam-Yasin (p. 71-78)

Mattare-Monahan-Shah (p. 79-94)

Nonis-Hudson-Hunt (p. 95-106)

JOURNAL OF MARKETING DEVELOPMENT AND COMPETITIVENESS

The Universal Color Grid: Color Research Unbiased by Verbal Labels and

Prototypical Hues

Author(s): Charles Areni, Catherine Sutton-Brady

Citation: Charles Areni, Catherine Sutton-Brady, (2011) "The Universal Color Grid: Color Research Unbiased by Verbal Labels and Prototypical Hues" Vol. 5, Iss. 2, pp. 98 - 102

Article Type: Research paper

Publisher: North American Business Press

Abstract:

Colour research in marketing, particularly as it relates to branding, is limited by reliance on verbal

labels to identify and categorise colours. For example, discussing associations with the colour “green”

for branding food products makes little or no sense because numerous relevant associations would

depend on the specific shade of green used (i.e., mint, lime, organic, etc.). Cultural differences exacerbate

these issues. Kelly green might evoke national pride, religious devotion, a major sporting event, or a

political party, depending on which part of the world one is collecting data. The Universal Colour Grid

(UCG) is a new method in the preliminary stages of development, which can be used for investigating the

relevance of colour associations for branding decisions. The UCG overcomes many of these