Product-specific colour meanings: A semiotic approach

Abstract

The purpose of this study is to contribute to the existing research in the field of packaging and marketing, and shed more light on the product-specific colour meanings. Colour can impart meanings and plays a significant role in impacting consumers’ thoughts, feelings, perceptions, and behaviours. Semiotic theories have been developed in different fields, such as language and philosophy, and could provide a basis for understanding colour meanings. However, surprisingly few attempts have been made to use the semiotic concept to describe colour meanings. The current study establishes that a colour meaning framework can be derived in order to provide an understanding of what types of colour meanings are communicated in some product contexts. Existing colour strategies and semiotic theories are integrated. The implications for marketers, designers and researchers are discussed.