What is Hidden in Colours? An Empirical Study on the Perception of Colours by Youth in India

Abstract

Colour is an inexpensive and effective tool used to create a positive opinion of the consumers about the brand/product. The colour has a powerful impact on all the life aspects at the subconscious level. The primary purpose of this study is to find the correspondence between the perception attributes associated with colours, and the study had examined the relationship between colour and attributes in a multidimensional space. Questionnaires were used to collect the data. The research design was descriptive. The target population for the present research is focused on youth in India in the age group of 20-25 years and the number of respondents selected for conducting the study was 120. Six colours were taken, and the correspondence of these colours with the attributes was mapped in a two-dimensional space. When correspondence analysis test was conducted, it was found that royal attribute is closely associated with is closer to trustworthy attribute, green is closer to attributes such as faith, nurturing, safety and warmth and white is closer to attributes such as faith and trustworthy which signifies that different colours have a different perpetual impact on consumers.