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other colours. Thus, across all countries, red is perceived as unique in terms of its meaning. Yet red was consistently associated with 'active,' 'hot,' and 'vibrant' across all countries. Red was also strongly associated with 'emotional' and 'sharp' in most countries. Red conveyed additional meaning ('pleasant') in the Asian countries.

Soft drinks Packaging Colour Preferences

Thus far, we have assessed which colours are most liked by members of different cultures and the meanings that are associated with various colours. We now turn to the selection of colours for soft drinks packaging, which investigates preference for colour combinations. When asked to match colours for a soft drink, do consumers pick colours with consistent or complementary meanings? That is, using the concepts outlined by Park, Jun, and Shocker (1996), are colours selected that are consistent (both are associated with similar meanings, such as 'calm' and 'peaceful') or complementary (each colour is strongly associated with a different meaning, such as one colour with 'calm' and the other with 'active')? Answers to these questions have implications as to how international managers can strategically select and mix colours to create desired associations about their products. we report the colours) selected by respondents from each country to accompany green, red, or blue for a package.

Only colours selected by more than 20% of the respondents within each country are shown. The only colour showing any cross-cultural consistency when paired with green is yellow (as occurred in Uzbekistan). Respondents from Colombia chose blue to be paired with green, whereas subjects from India chose white. The only consumers mentioning red to be paired with green were from Pakistan. Respondents from Uzbekistan chose yellow and white. Respondents from Morocco and Senegal did not consistently (greater than 20%) pick any colour to be paired with green. Blue and white are perceived to be more similar in meaning to green than yellow or red. Therefore, in general, respondents tend to pair green with a colour dissimilar in meaning.

Colours selected to be paired with red varied considerably. Respondents from Morocco and Senegal paired black with red. White was selected by respondents from Colombia, Uzbekistan. Yellow was selected to be paired with red by respondents from Pakistan and India. In contrast, there was a lot of similarity in the selection of a colour to be paired with blue across cultures. When blue was the designated packaging colour, subjects chose primarily white and in some cases yellow.

2.4 Discussion

Our goal was to begin exploring how colour and colour combinations can be understood and applied to packaging image strategies. We explored the extent to which consumers in different countries like various colours, the meanings they associate with colours, and how they would match colours for a package.

We found that the colours blue, green, and white are all well liked across countries and share similar meanings. In contrast, black and red also received high liking ratings, yet in many cases their meanings are considerably different. Adams and Osgood (1973) report that East Asian本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。