Managing images in different cultures: A cross-national study of color meanings and preferences

Color is an integral part of products, services, packaging, logos, and othe r 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 c ombinations. The results show cross-cultural patterns of both similarity an d dissimilarity in color preferences and color meaning associations. When s ubjects are asked to match colors for a product logo, some color combinatio ns suggest a consistency in meaning, whereas other combinations suggest col ors whose meanings are complementary. The authors discuss implications for managing color to create and sustain brand and corporate images across inte rnational markets.