Page 17 - PR Communication Age January-June2020

Table 9: Chi-Square Tests Between XL Catlin & merge pink & red; yellow & orange (specific shade used);
Apple purple & blue, we can see that the rankings and prefer-
ences change drastically. Thus, we can see that colour pref-
Value df Asymptotic erences do shift with changing context.
Significance
(2-sided)
Meanings/Values attributed to colours
Pearson Chi-Square 14.424a 16 .567
in general
Likelihood Ratio 14.340 16 .573
This section analyses the segment of the questionnaire
Linear-by-Linear 3.936 1 .047
where participants were asked to write down the feelings/
Association
emotions they attribute to the three colours in the purview
of this research. Word/Text analysis was then done on the
Table 9: Chi-Square Tests Between Apple & data to gain the following insights.
McDonald’s

Value df Asymptotic Table 10: Initial Data Range of Words
Significance Provided
(2-sided)
Feature/Colour Red Blue Yellow
Pearson Chi-Square 38.084a 16 .001 Unique Words 55 59 73
Likelihood Ratio 36.810 16 .002 Lexical Density 40.4% 41.8 51.4%
Linear-by-Linear 13.562 1 .000
Association The above table shows the number of unique words and
the lexical density (complexity) of the word range provided.
With the above data, we conclude that colours did not This can be used to infer the degree of universality which
completely change their preference across the three ad- the three colours command. We can see that Red has the
vertisements and that there is a strong relation amongst least unique words while Yellow has the most. The next
the choices presented in the three advertisements. The re- segment, we combined various synonyms in order to get
sults of XL Catlin & Apple seem to have a relationship but the most unique meaning words and their frequency. A
not the others. This can be linked to the values we project large number of words could not be clubbed, this results in
on the two products. We see that while Blue has gained a the chart not representing the complete word list.
popularity, it varies deeply on gender and age. However, if
we do not consider shades of the same colour and thus, Red Blue Yellow
Word Frequ- Word Frequ- Word Frequ-
ency ency ency
Anger 24.4% Calmness 38.8% Happiness 27.5%
Love 16.3% Trust 15.8% Vibrant 20.4%
Passion 16.3% Serenity 14.3% Success 14.8%
Alertness 11.1% Sadness 9.4% Hunger 12%
Danger 7.4% Peace 5.8% Heat 4.9%

The above table shows the frequency of the five most popular
word meanings used to describe the three colours. About 20-
25% descriptive words were completely unique for each colour
but the rest fell into commonly associated meanings. The data

"The key to a good marriage: laugh together, cry together, strive together: do everything together."

PR COMMUNICATION AGE January - June 2020 17