The purpose of this study is to test whether consumers' personal colour preferences (in an abstract sense rather than for a particular product) affect their intended product purchase decisions if they are given various colour choices. This work employs two experiments with visual components to investigate which colour a participant would choose if asked to select a product to purchase when there is a range of colours available. Two experiments were also designed to elicit a response about which colour each participant prefers (in an abstract sense). The study finds that personal colour preferences affect intended product-colour purchase decisions but that the extent of this varies from one product category to the next. Further analysis reveals that personal colour preferences are secondary to factors such as colour functionality and colour performance. This work presents new experimental data about the role of colour in product and product packaging on intended consumer purchase decisions. A conceptual framework, supported by the experimental findings, are understanding the relationship between individual colour preferences and product-choice colours, and more functional aspects of colour itself (such as the effect of colour on product's performance or functionality). K E Y W O R D S colour preference, design, packaging, purchase decisions 258 | V C 2017 Wiley Periodicals, Inc. wileyonlinelibrary.com/journal/col Color Res Appl. 2018;43:258-267.

This study compares semantic ratings of colour samples (chips) with those of the same colours applied to a variety of objects. In total, 25 participants took part in the colour-meaning experiment, and assessed 54 images using five semantic scales. In Experiment 1, simplified images (coloured silhouettes) were used whereas in Experiment 2 real images were used. In this article, the terms 'chip meaning' and 'context

This study presents a practice‐based research project to develop a colour tool prototype intended to convey colour research to design practice. Both the prototype design and its evaluation by experts are described. A web‐based prototype for a colour tool was cocreated with eight experienced designers and brand managers. The developed prototype is a visual and interactive website that predominantly provides research data on colour meanings in different product categories and cultures. In the evaluation study, an e‐mail survey of experts was conducted to assess the prototype. A senior manager at a leading US colour company and seven academics in the fields of colour, branding and graphic design participated in the survey. As for the results, the prototype generally was deemed useful for design practice. The outcome also emphasized that the prototype has strong potential to play a significant role in providing colour insights and supporting colour judgments, strategy and inspiration. However, the experts also raised several issues concerning the data's scope, an insufficient number of prototype web pages, product category choices, legal issues, data presentation method, data source clarity, and data management. The study's findings provide insight into how colour research can be delivered to design practice using a colour tool.

This article presents the results of a study that investigates the status of colour information use in the design process and generates ideas for a colour tool. Face‐to‐face interviews with senior designers and brand managers from the packaging and branding fields were conducted as the primary data collection method. The results are categorized into six topics: colour decision, types of colour information considered to be important in the design process, reasons for considering colour information important in the design process, current use of colour information, design professionals' preferences for existing colour tool types and data types and suggestions for a colour tool. It is concluded that there are problems with existing colour resources and tools regarding their availability and usefulness; there is a strong demand for a colour tool in the packaging design and branding processes. The insight from this work will help researchers, design professionals and colour tool developers to make informed decisions on the areas on which they should focus, how they should do so and why. This will facilitate better provisions and uptake of useful colour information for design professionals in the design process and strategy fields.

Deciding a colour for a product is a significant task for designers to attract consumer attention and communicate brand messages. It requires an initial analysis that explores consumer expectations within the sector, and this information is then used to inform development of a product design. This article discusses the application of the product colour development process during the initial phase of product design. Using a case study approach, one particular product category-a dishwashing liquid product was selected based on the suggestion from a leading U.K. consumer goods manufacturing company that colour is a major design factor for this product category. In the first phase of the study, interviews and an online survey were carried out with consumers (to explore what elements are important when they purchase a washingup liquid product). In the second phase of the study, a colour meaning experiment was conducted to explore possible colours for dishwashing liquid packaging using a semantic differential method. The results show that yellowish and bluish green colours evoke positive responses while saturated and dark green colours are perceived more negatively. K E Y W O R D Scolour meaning, consumer expectations, dishwashing liquid packaging 1 | I NT ROD UCTI ON | Colour conveys meaningAs this property of colour can be used to communicate product or brand messages, colour meanings have been widely researched in design. Aesthetic theorists differentiate between two types of meaning: embodied and referential.