The effects of context in product color testing

Abstract

This paper introduces insights into color exploration and testing methods that designers and marketers should understand in their efforts to accurately define appropriate color choices for future products. The paper combines two independently conducted color research surveys that demonstrate how individual color preferences easily change when viewed in three different contexts. First when they are viewed as a stand-alone swatch of color, second when they are viewed on a product itself, and third when products are viewed on alternative colored backgrounds. These surveys were designed and conducted by guest researchers at Delft University of Technology. This paper also reviews typical product color exploration methods involving color trend services, color semiotics, and traditional color wheel based aesthetic rules and explains that, although insightful, these methods are not as effective in identifying individual product color preferences as context is.