Abstract

The purpose of this study is to find perceptional differences on colors according to individual characteristics, products and company brands. This research collects surveys from participants on their cognition on colors alone with their statistical information. The independent variables are gender, age, favorite fruits, favorite foods, favorite subjects, favorite colors, favorite cellphone brands, favorite carriers, favorite car styles, and favorite car brands. The dependent variables are the associated products, the associated words, and the associated feelings of 6 colors: red, blue, green, yellow, white, and black. The results from decision tree analysis show the differences among the associated feeling of blue, the associated word of yellow, and the associated feeling of yellow. Firstly, most men feel ‘calmness’ and most women feel ‘sadness’ on blue. Secondly, people who like red thought that yellow is related to ‘family’, ‘variety’, or ‘fun’. People who like black, green, or blue think of ‘child’, and ones who liked yellow or white think of ‘fun’ for yellow. Thirdly, people who like sedan or sports car feel ‘happiness’ and ones who like SUV, minivan, or coupe feel ‘pleasure’ for yellow. When comparing the associated products, the associated words, and the associated feelings of two brands (Samsung’s Galaxy and Apple’s iPhone) and two products (sedan and SUV), most results are similar but there are differences in several colors. In network graph of Samsung’s Galaxy, Apple’s iPhone, sedan, and SUV, the important words also appear somewhat differently. This study suggests applying the cognitive difference on colors by brands and products to the advertisement. Reflecting consumers’ cognitions in the advertisement can be a comparative advantage to companies.

Key words: Color Marketing, Cognitive Sciences, Decision Tree, Advertisements, Network Analysis