TY  - JOUR
AB  - Purpose The impact of colour is acknowledged within the marketing field. However, research on colour communication is limited, with most prior studies focusing on pre-defined meanings or colour associations. The purpose of this paper is to reveal insights into colour meaning and propose an alternative view to understanding colour communication.Design/methodology/approach The study takes a conceptual approach and proposes Peircean semiotics to understand colour communication. The proposed framework is applied to analyse a set of colour meanings detected by prior colour research.Findings The study elucidates the underlying mechanism of how colour is read and interpreted in various marketing activities, and how meaning is conveyed. This study addresses this mechanism by identifying colour semantics and colour as a symbolic, iconic and indexical sign.Research limitations/implications The study contributes to the scholarly knowledge of colour in marketing. It enriches the understanding of how consumers interpret representations of single visual signs expressed in contexts such as products, brands and brand packaging to make informed product decisions.Practical implications By understanding consumer interpretation as a stage in the communication process, marketers can develop more informed marketing activities to communicate the intended meanings. This may well strengthen the brand identity and contribute to the perceived brand value.Originality/value By elaborating on how colours convey meanings and the mechanism that explains such meanings, this study demonstrates that colour meaning is far more than mere association. The study contributes to the current knowledge of colour by facilitating a deeper understanding of how consumers interpret representations of single visual cues expressed in various contexts.
VL  - 21
IS  - 1
SN  - 1352-2752
DO  - 10.1108/QMR-03-2016-0033
UR  - https://doi.org/10.1108/QMR-03-2016-0033
AU  - Kauppinen-Räisänen Hannele
AU  - Jauffret Marie-Nathalie
PY  - 2018
Y1  - 2018/01/01
TI  - Using colour semiotics to explore colour meanings
T2  - Qualitative Market Research: An International Journal
PB  - Emerald Publishing Limited
SP  - 101
EP  - 117
Y2  - 2024/09/24
ER  -