A Study of Word-Color Association for Pakistani and American Cultures

Abstract

Every region has its own culture, values and traditions that are unique for that region and that vary from region to region and country to country. These cultural differences are also reflected in the choice and association of color; concept word association is one of those differences. In this paper, we study the color related cultural similarities and dissimilarities between United States of America (USA) and Pakistan (PK). The study is based on 8 questions asked from 280 respondents (184 USA and 96 PK) for three concept words i.e., high quality, reliable, cheap and color disliked and liked with reference to 10 colors using the RGB model. After external data validation subsequent analysis showed high similarity of word-color association between respondents from USA and PK for the amber colors i.e., yellow, brown and orange for like-dislike and cheap-dislike but clear disparity for black (high quality) and blue (like-reliable). This information could be useful for multinational companies for tailoring their digital marketing campaigns accordingly.