24/7 Diginography: Reality ethnography to decode the context sensitivity of colour among Asian countries

This paper reports on a study that decoded the different cultural and generational meanings of colour in China, Japan, Thailand and Vietnam, in order to provide brands with a better understanding of the impact and implications of their colour choices.

24/7 Diginography: Reality ethnography to decode the context sensitivity of colour among Asian countries

Dangjaithawin Anantachai, Kanita Tungworapojwitan and Rosesanant PunithipandkuINTAGE, Thailand

Introduction

This study is designed to decode the color symbolism in the context of different cultures and generations. The study used a MROC (Market Online Research Community), our 24/7 DIGINOGRAPHY, as the key methodology, diving deeper into the unconscious minds of consumers in order to decode the different meanings and stories of color among cross cultures and cross generations.

The outcome is designed to deliver the unique comparison and implications for color in...

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