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Color research in marketing: Theoretical and technical considerations for conducting rigorous and impactful color research
Author(s) -
Labrecque Lauren I.
Publication year - 2020
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.21359
Subject(s) - subtractive color , hue , cyan , magenta , gamut , key (lock) , value (mathematics) , psychology , computer science , artificial intelligence , visual arts , art , computer security , machine learning , inkwell , speech recognition
Since the beginning of the 21st century, there has been a surge in interest in color research (and in sensory marketing in general). In addition to discussing emerging color research contained in this special issue, this article also provides a discussion of theoretical frameworks for understanding color and provides technical guidelines for creating color stimuli. These guidelines include a discussion of the three dimensions of color (hue, saturation, and value) and provide researchers with guidance for controlling these dimensions when creating color stimuli. Additionally, this article discusses additive (red, green, blue) versus subtractive (cyan, magenta, yellow, and key) color models, gamut, and other considerations, such as screening participants for colorblindness, that future researchers may find useful for conducting rigorous color research.