Colour Confusion: Estimating Shade Distinctinctiveness

Applications to register colours as trademarks often use survey evidence to demonstrate a distinctive association between a colour and a brand. However, the results are often heavily criticised. This study used Cadbury’s application to register the colour purple to compare three methods of testing brand-colour distinctiveness, including a traditional approach and two novel approaches involving a colour wheel and a choice modelling experiment. All three methods revealed strong associations between Cadbury and purple, but the new methods are potentially more robust and less susceptible to challenge than traditional approaches.


Janet Hoek and Phil Gendall (2006) ,"Colour Confusion: Estimating Shade Distinctinctiveness", in AP - Asia-Pacific Advances in Consumer Research Volume 7, eds. Margaret Craig Lees, Teresa Davis, and Gary Gregory, Sydney, Australia : Association for Consumer Research, Pages: 252-257.


Janet Hoek, Massey University, New Zealand
Phil Gendall, Massey University, New Zealand


AP - Asia-Pacific Advances in Consumer Research Volume 7 | 2006

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