SOBRE DIFERENCIAS EN LA RELACIÓN ENTRE COLORES Y SUS SIGNIFICADOS ASOCIADOS, EN FUNCIÓN DEL TIPO DE PRODUCTO

Abstract

The effect of different colors on perceptions and subjective impressions is a widely discussed field in areas such as psychology, marketing or design. For example, red is usually linked to the concept of energy and black is linked to sophistication. However, these are generic associations, and possible differences depending on the type of product considered are not usually taken into account. This work describes a study developed with the aim of determining whether differences in the association of certain meanings and colors can be detected, depending on the type of product concerned. Six consumer products with varied characteristics (price, technology, fashion, etc.) have been chosen, and images of these products have been created in six different colors. For each one of the colors applied, a linked product meaning has been selected. Different combinations of the products and colors have been distributed to a random population sample through a web questionnaire. The participants assessed the products in each one of the meanings selected, using a Likert scale. The paper describes the study and shows the results on the differences in the relationship color-linked meaning, depending on the type of product assessed.