Online fashion retailers use a wide array of colour names to describe the colours of their products; ranging from simple colour names such as the primary colours to more ambiguous colour names such as cloud and blush. Although many online retailers devote resources to the selection of colour names, no such research exists on the impact this has on online fashion consumers’ behaviours.The impact of colour naming on online fashion consumers is important as fashion and colour have a symbiotic relationship therefore the representation of colour within an online fashion retail setting is crucial. The need for colour naming within online fashion retailing is further intensified by the difficulties of accurately representing colour online and therefore the role of written product information, such as colour naming becomes important. To that end, this research aims to examine the impact of colour naming on online fashion consumers’ behaviours. Cognitive responses are considered to investigate the role of colour naming in providing information. Emotional responses are investigated to determine whether colour naming influences consumers in the same way colours are known to influence consumer behaviour. Finally, cognitive and emotional responses to colour naming are investigated to determine the impact on purchase outcomes within the online fashion retail environment. Qualitative and quantitative research approaches are used to derive empirical data. Through interviews and online questionnaires it establishes evidence to support the importance of colour naming within the online retail environment. Two online questionnaires were administered to determine the impact of colour naming on emotional responses and preferences for the colour naming categories within the online fashion retail environment by using the colour name appeal construct developed for this research. In-depth interviews were carried out to determine the impact of colour naming on cognitive responses and purchase intentions.The findings present a statistical significance for the causal relationship between colour naming and emotional responses. They reveal more complex colour names such as common descriptive, unexpected descriptive and ambiguous colour names are more likely to elicit emotions compared to common colour names. The findings also reveal the same colour naming categories are also more appealing within the context of online fashion retailing.A laddering technique was applied to the interviews. The results reveal that colour naming impacts on purchase intentions via a number of intervening variables; colour information, product information, product perception, information processing technique, aiding the shopping experience, understanding the product, emotional response, personal values, and post-purchase satisfaction. Again the complex colour names are found to have a wider reaching impact. Common and unexpected descriptive colour names did not always provide useful colour information to the consumers.This research presents empirical evidence regarding the impact of colour naming on online fashion consumers, thus shedding light on appropriate colour naming strategies for online fashion retailers.

No / We have previously shown (Bloj et al., 2008; Abstracts Materials & Sensations 2008) that under particular conditions colour memory is independent of presentation media, and of the illuminants under which colours are viewed. In the present study we investigate whether colour naming is also unaffected by these two factors. Forty-eight colour samples from the Natural Colour System (NCS) collection were presented as real paper samples or as accurate computer simulations displayed on a calibrated monitor. The colour swatches could be presented under a daylight illuminant ¿ two intensities, 85 ( D1 ) or 60 cd m)2 ( D2 ) ¿ or a purple illuminant, 45 cd m)2 ( Lily ). The colour samples were shown in arrays of 16 (4 · 4 layout) and the observer s task was to assign one of the eleven basic colour terms to each of the samples. Six observers repeated this colour naming task five times for each presentation medium and illuminant. On average, in 73% of the cases the same colour term was assigned to surface and display colours. This level of agreement was highest for colour samples under daylight (D1-82%, D2-73%) and poor for Lily (65%). Although colour memory is unaffected by the nature of the colour stimulus, here we show that there are limitations to cross-media agreement in colour naming.

Introduction Colour codes are used extensively in railways to convey specific information governing movement of trains and equipment on the track. One such task is the railway traffic control display that uses colour coded video display terminals (VDTs) to convey information of the signal status, train movements and track status to the railway dispatcher. Because individuals with colour vision deficiencies (colour-defectives) may have problems with these colour-related tasks, questions were raised about the suitability of colour vision defectives to work as railway dispatchers. In order to answer that, a VDT based Dispatch Colour Vision Test based on the actual railway traffic display was developed previously. Purpose The main purpose of this thesis is to establish the pass/fail scores and repeatability of the VDT based Dispatch Colour Vision Test that resulted from the previous work. Secondly, the study will also examine whether clinical colour vision tests can predict the performance on the practical task. Methods The Dispatch colour vision test was divided into three parts based on the colour sets that the dispatcher had to recognize. The testing computer system used the the same RGB colour settings, graphics card and monitor as in railway dispatch centres. Subjects viewed the display colours and entered their responses by using a mouse. One hundred colour-normals and fifty two colour-defectives participated in the initial session. The test was repeated approximately after 10 days. Ninety three colour-normals (93%) and 44 (85%) colour-defectives participated in the second session. The total number of errors and time to complete the test was recorded. Results Pass/Fail on the VDT Dispatch colour vision test was based on colour-normal errors. Ignoring orange-red errors, two errors were allowed in the first session and one error was allowed in the second session. Based on this criterion, 42% of colour vision defectives could perform as well as colour normal subjects. The kappa coefficient of agreement between the sessions for the colour-defectives was 0.85. Detailed analysis between the colour differences and the errors showed only a weak correlation between the two. However, the general trend was that colour-defectives made more errors on colours that were near or along the same lines of confusions and the colours were nearly equal in luminance. Nevertheless, the interaction between luminance and location with respect to the lines of confusion was not easy to interpret. The time to complete the task for the colour-defectives who passed the test took 14% longer than colour-normals and colour-defectives who failed took 30% longer than colour-normals. All groups showed a similar learning effect with an 18% reduction in mean times to complete the task at the second session. There was no significant correlation between the number of errors and time to complete or the clinical tests and completion times for any of the groups. Clinical colour vision tests have limited value in predicting performance of colour-defectives on the Dispatch test. Logistic analysis results showed that the Farnsworth D-15 along with the Nagel was the best predictor of the VDT Dispatch colour test pass/fail results. However, these results were similar to using the Farnsworth D-15 test alone. Ninety-five percent of the individuals who failed the Farnsworth D-15 also failed the Dispatch test. However, approximately 25% of the individuals who passed the Farnsworth D-15 failed the VDT Dispatch colour test which is an unacceptable false negative rate. These results indicate the Farnsworth D-15 can only be used to predict who is likely to fail the dispatch test. Conclusions Forty two percent of colour vision defectives could perform as well as colour-normals in identifying VDT railway display colours and time to complete the task. Clinical colour vision tests were inadequate predictors of performance in practical task, overall. However, the Farnsworth D-15 was a very good predictor of who would fail the VDT Dispatch test. Hence a practical VDT Dispatch test may be needed to test individuals who would want to work as railway dispatchers.

Introduction Colour codes are used extensively in railways to convey specific information governing movement of trains and equipment on the track. One such task is the railway traffic control display that uses colour coded video display terminals (VDTs) to convey information of the signal status, train movements and track status to the railway dispatcher. Because individuals with colour vision deficiencies (colour-defectives) may have problems with these colour-related tasks, questions were raised about the suitability of colour vision defectives to work as railway dispatchers. In order to answer that, a VDT based Dispatch Colour Vision Test based on the actual railway traffic display was developed previously. Purpose The main purpose of this thesis is to establish the pass/fail scores and repeatability of the VDT based Dispatch Colour Vision Test that resulted from the previous work. Secondly, the study will also examine whether clinical colour vision tests can predict the performance on the practical task. Methods The Dispatch colour vision test was divided into three parts based on the colour sets that the dispatcher had to recognize. The testing computer system used the the same RGB colour settings, graphics card and monitor as in railway dispatch centres. Subjects viewed the display colours and entered their responses by using a mouse. One hundred colour-normals and fifty two colour-defectives participated in the initial session. The test was repeated approximately after 10 days. Ninety three colour-normals (93%) and 44 (85%) colour-defectives participated in the second session. The total number of errors and time to complete the test was recorded. Results Pass/Fail on the VDT Dispatch colour vision test was based on colour-normal errors. Ignoring orange-red errors, two errors were allowed in the first session and one error was allowed in the second session. Based on this criterion, 42% of colour vision defectives could perform as well as colour normal subjects. The kappa coefficient of agreement between the sessions for the colour-defectives was 0.85. Detailed analysis between the colour differences and the errors showed only a weak correlation between the two. However, the general trend was that colour-defectives made more errors on colours that were near or along the same lines of confusions and the colours were nearly equal in luminance. Nevertheless, the interaction between luminance and location with respect to the lines of confusion was not easy to interpret. The time to complete the task for the colour-defectives who passed the test took 14% longer than colour-normals and colour-defectives who failed took 30% longer than colour-normals. All groups showed a similar learning effect with an 18% reduction in mean times to complete the task at the second session. There was no significant correlation between the number of errors and time to complete or the clinical tests and completion times for any of the groups. Clinical colour vision tests have limited value in predicting performance of colour-defectives on the Dispatch test. Logistic analysis results showed that the Farnsworth D-15 along with the Nagel was the best predictor of the VDT Dispatch colour test pass/fail results. However, these results were similar to using the Farnsworth D-15 test alone. Ninety-five percent of the individuals who failed the Farnsworth D-15 also failed the Dispatch test. However, approximately 25% of the individuals who passed the Farnsworth D-15 failed the VDT Dispatch colour test which is an unacceptable false negative rate. These results indicate the Farnsworth D-15 can only be used to predict who is likely to fail the dispatch test. Conclusions Forty two percent of colour vision defectives could perform as well as colour-normals in identifying VDT railway display colours and time to complete the task. Clinical colour vision tests were inadequate predictors of performance in practical task, overall. However, the Farnsworth D-15 was a very good predictor of who would fail the VDT Dispatch test. Hence a practical VDT Dispatch test may be needed to test individuals who would want to work as railway dispatchers.