Color–concept associations: A cross‐occupational and ‐cultural study and comparison

This study used a questionnaire survey to examine color–concept associations in two occupational groups from Hebei Province in China: steel workers (n = 139) and managerial staff (n = 74). The color stereotypes held by these two groups were also compared to those held by three other cultural groups studied elsewhere (Hong Kong Chinese, Yunnan Chinese, and Americans). The participants were presented with 16 concepts and asked to choose one of 10 colors to represent each concept. The chi-square test results showed that each concept was significantly associated with at least one color. Both the steel workers and the managerial staff primarily associated green with “go” and “safe” and red with “stop” and “danger.” The cross-group comparisons indicated that the steel workers and the managerial staff produced stronger color associations than those produced by the Yunnan Chinese and the Hong Kong Chinese subjects, but weaker than those produced by the US subjects. Our findings build on existing knowledge of population stereotypes for color–concept associations and provide guidelines for the design of color displays and products for global users. © 2013 Wiley Periodicals, Inc. Col Res Appl, 39, 630–635, 2014