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Colour is a basic aspect of perception and the perception of colour varies from individual to individual. This indicates that the perception of colours mean different semantics in various contexts to different individuals. Therefore, these differences in perception forms to behave in different attitudes towards colours among individuals and it is likely to achieve different attitudinal responses to colours from individuals. Relying on the effects of colours on individuals, the initial interest of this thesis is to explore the attitudinal approaches of individuals to colours. This thesis is first and foremost exploratory in nature. This thesis intended as a first step towards exploring the ways in which the individuals think of, construe and give meaning to colours in their own words. The subjective approach proposed in terms of this thesis is based on the underlying philosophy behind Personal Construct Theory (PCT). In order to elicit the individuals&rsquo / ways of construing and giving meaning to colours in their own words, an experiment was conducted with the utilisation of the Repertory Grid Technique (RGT). Sixty undergraduate students of Middle East Technical University (METU) Faculty of Architecture were voluntarily participated in the experiment. As a stimuli, eleven basic colours which were black, grey, white, yellow, orange, red, pink, purple, brown, blue and green were utilised. For the second step, this thesis intended investigating the structure and interrelations between the elicited attitudes of individuals and eleven basic colours. As a result of the experiment, 60 repertory grids were elicited and were analysed by using the qualitative and quantitative applications of content analysis. The resulted data afterwards were analysed by using multivariate statistical analysis methods. The overall results of this research can support certain information for further scientific investigations on colour perception and colour psychology. Additionally, the results of this research can help and guide designers to attain objective understandings about the individuals&rsquo / attitudes to colours. This can contribute to designers as a practical worthwhile during colour design and colour planning in their products and services.

Colour is a basic aspect of perception and the perception of colour varies from individual to individual. This indicates that the perception of colours mean different semantics in various contexts to different individuals. Therefore, these differences in perception forms to behave in different attitudes towards colours among individuals and it is likely to achieve different attitudinal responses to colours from individuals. Relying on the effects of colours on individuals, the initial interest of this thesis is to explore the attitudinal approaches of individuals to colours. This thesis is first and foremost exploratory in nature. This thesis intended as a first step towards exploring the ways in which the individuals think of, construe and give meaning to colours in their own words. The subjective approach proposed in terms of this thesis is based on the underlying philosophy behind Personal Construct Theory (PCT). In order to elicit the individuals&rsquo / ways of construing and giving meaning to colours in their own words, an experiment was conducted with the utilisation of the Repertory Grid Technique (RGT). Sixty undergraduate students of Middle East Technical University (METU) Faculty of Architecture were voluntarily participated in the experiment. As a stimuli, eleven basic colours which were black, grey, white, yellow, orange, red, pink, purple, brown, blue and green were utilised. For the second step, this thesis intended investigating the structure and interrelations between the elicited attitudes of individuals and eleven basic colours. As a result of the experiment, 60 repertory grids were elicited and were analysed by using the qualitative and quantitative applications of content analysis. The resulted data afterwards were analysed by using multivariate statistical analysis methods. The overall results of this research can support certain information for further scientific investigations on colour perception and colour psychology. Additionally, the results of this research can help and guide designers to attain objective understandings about the individuals&rsquo / attitudes to colours. This can contribute to designers as a practical worthwhile during colour design and colour planning in their products and services.

Problem: Färg har en stor associativ inverkan hos individer och är därför en viktig faktor vid varumärkesbyggande. Inom olika produktkategorier finns starkt etablerade färgnormer som följs men nu ser vi en utveckling på den svenska marknaden där etablerade färgnormer börjar ifrågasättas. Vi frågar oss vilka fördelar denna normbrottsstrategi har och hur den inverkar på konsumenter. Kanske har färgteorierna spelat ut sin roll och att det är dags för varumärken att bryta mönstret för att nå framgång. Vår frågeställning är således: Hur associerar svenska konsumenter färg till olika känslor, produktkategorier och varumärken? Vad tjänar varumärken på att bryta mot etablerade färgnormer? Syfte: Vi vill studera det glapp som finns mellan rådande färgteorier och det normbrott vi upptäckt på den svenska marknaden. Vi vill skapa en tydligare förståelse för konsumentens färgassociationer samt deras inställning till normbrottet för att undersöka vad varumärken kan tjäna på att avvika från färgnormen. Teori: Vårt teoretiska ramverk består av färgteorier, kommunikationsprocessen samt köpbeslutprocessen. Metod: Mailintervjuer med yrkesverksamma sker i syfte att sätta färg i ett produktperspektiv och vi analyserar meningsinnehållet i denna information för att se hur väl tillämpade färgteorierna är i deras arbetsprocess. Huvudstudien är riktad till potentiella konsumenter bosatta i Sverige och har skett genom ett webbaserat frågeformulär som sker genom ett bekvämlighetsurval. Deduktivt undersöker vi hur respondenterna förhåller sig till teorier om färg.  Del 1 i formuläret består av sluta svarsalternativ och testar vilken av elementarfärgerna respondenten kopplar till en given känsla enligt teorin. Del 2 består av bildfrågor som testar konsumentens förhållande till normbrottet ur ett produktperspektiv. Resultat: I mailintervjuerna med de yrkesverksamma åskådliggjordes en stor medvetenhet om färgteorier och färgens kommunikativa inverkan, färgvalet utgår från de emotionella reaktioner som färg väcker. Del 1 av undersökningen visade ett svagt associativt samband mellan färg och känsla enligt färgteorierna. Färgerna vit och gul hade högst respektive lägst associativt resultat. Det visades inga större skillnader mellan hur kvinnor och män svarat. Resultatet i del 2 visade en särskild benägenhet hos respondenter att välja en normbrytande färgsättning bland elektronikprodukterna. Slutsatser: Det visade sig att få respondenter är villiga att bryta mot färgnormer, vilket talar för tidigare forskning som säger att färgvalen ofta baseras utifrån vad de ska avbilda. Kvinnor och män tenderade att svara på samma sätt i båda delarna av frågeformuläret, vilket får tidigare diskussioner kring färgsättning och kön att kännas förlegad. Däremot valde en äldre åldersgrupp den röda TV:n. Arbete har betydelse då respondenter med heltidsarbete i större utsträckning valde att bryta mot normer. / Issue: Colour has great associative impact on individuals therefore colour plays an important role in brand building. We see a development on the Swedish marketplace where strongly established colour norms that are ruled in diverse product categories start to be called into question. We ask ourselves what benefits a break of norm has and how it affects consumers. Perhaps the theories of colour should be stepped away from and now it is time for brands to break the pattern for success. Our question is therefore: How do Swedish consumers associate colour to different emotions, product categories and brands? What can brands benefit from going against the established colour norms? Purpose: This study examines the existing gap between the current colour theories and the break of norm we have discovered on the Swedish market. We want to create a clearer picture of consumers associations of colour and their attitude to the break of norm in purpose to investigate what brands can benefit from deviating from the color norms. Theoretical framework: Our theoretical framework consists of colour theories, the communication process and the purchase decision process. Methodology: The mail interviews with professionals are done in order to bring suit in a product perspective, we analyze the meaning content of this information to see how well the applied colour theories are in their work process. The main study is aimed at potential consumers residing in Sweden and has been implemented with a web-based questionnaire that takes place through a convenience sample. Deductive, we examine how the respondents relate to theories of colour. Part 1 of the form consists of close-out response options, and test which of the elementary colours the respondent connects to a given emotion of the theory. Part 2 consists of picture questions that test the consumer's relationship to the break of norm from a product perspective. Results: The mail interviews with professionals showed a great awareness of colour theory and the communicative impact of colour. The color choice is based on the emotional responses that colour evokes. Part 1 of the survey showed a slight associative relationship between colour and emotion of the colour theory. The colour white showed the highest associative result and yellow showed the lowest. There were no major differences between how men and women responded. The results in Part 2 showed a particular tendency of respondents to choose a norm breaking colouration among electronic products. Conclusion: It turned out that few respondents were willing to break the colour norms, which points to previous research that says that the colour choices often are based on what they will portray. Women and men tended to respond similarly in both parts of the questionnaire, which make earlier discussions about colour and gender seem antiquated. However, an older age group tended to chose the norm breaking red TV. Employment is important, as respondents with full-time work increasingly chose to violate the norms.