This research paper focuses on an understanding of the importance and meanings of color among Canadian consumers when making purchasing decisions for a variety of products. The sample of Canadian buyers revealed that the majority view color as an important factor in the purchasing decision. There is also a statistically significant difference between men’s and women’s views of the importance of color. Women are more likely to view color as extremely or very important, while men show indifference (somewhat important). Personal items such as clothing, shoes, sun glasses, are ranked highest in terms of color preference, while electronics are rated lowest.

Color is a highly important product attribute because it is what differentiates similar kinds of products. It is a key feature for shaping consumer feelings and responses when making purchasing decisions (Clarke and Honeycutt, 2000). It also influences consumer’s behaviors and helps company’s position their products in the market place or differentiate themselves from the competition (Grossman and Wisenblit, 1999; Aslam, 2006). In general, color has the potential to affect a consumer’s overall perception of a product (Sable and Akcay, 2010). Product color connects the consumer more quickly than any other identifying product characteristic. Studies have shown how color can grab and retain attention, can stimulate emotional responses and can affect an individual’s perception. It can also form attitudes, improve learning and persuasiveness regarding product purchase decisions. Overall, color is influential in every level of the marketplace, from brand, to logo, image, packaging and even the product itself (Sable and Akcay, 2011). Color is used to attract or draw a customer’s attention and certain colors can create a purchase intention (Bellizi, et al., 1983; Kerfoot, et al., 2003).

The purpose of this study is to determine the importance of color when making purchasing decisions for different products. Those products are purchased on a daily basis by Canadian consumers. Summarizing and analyzing the findings of color choice and meaning, by gender are of paramount importance for producers and marketing managers.