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ERIC Number: ED408956
Record Type: Non-Journal
Publication Date: 1997-Jan
Pages: 13
Abstractor: N/A
Reference Count: N/A
ISBN: N/A
ISSN: N/A
The Meaning of Color in Trademarks.
Johnson, Ed
Accurately denoting colors and measuring their meanings have been long-standing challenges for scholars and artists alike. This study addressed this problem by suggesting that the use of a model of cyan, magenta, and yellow primary colors--which is common in industry but is generally neglected by scholars and fine artists--could greatly benefit scholars who conduct color-related research. In the study, over 500 fictitious trademarks were uniquely colored by using this commercial model. Questionnaires soliciting reactions to these trademarks were completed by a total of 569 respondents, with 38 eventually being discarded because participants indicated that they were color blind or slightly color blind. Respondents were each randomly assigned a one-page questionnaire. On the top right of the questionnaire was the randomly colored trademark; the participant was asked to evaluate the trademark in terms of 57 scales. The results revealed five predominant scales, or factors, which accounted for 90% of the total variance examined in this research: "activity,""up scale,""nice,""worn out," and "brassy." For example, respondents tended to see companies as more active when their trademarks contained a substantial amount of cyan while lacking yellow. The greater percentage of yellow used in a trademark, the more its company was perceived as "worn out." This study calls for the use of the professional color model of cyan, magenta, and yellow to become the conventional measure in future scholarly research of color. The questionnaire is appended. (Contains 28 references.) (AEF)
Publication Type: Reports - Research; Speeches/Meeting Papers; Tests/Questionnaires
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A