7. Color names and dynamic imagery

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The de- and encoding of simple, modified or complex color names draw back on different cognitive domains and involve different mental strategies. While basic color names directly evoke an idea about a shade and color terms modified by adjectives reinforce a specific semantic feature of a given color term, complex color terms composed of a noun and a basic color term excite complex images, in which different parts of the mental lexicon are involved. Starting out form an analysis of 250 color terms taken form a range of color pallets from different car manufactures it is shown how basic, modified and complex color terms are used in product design to stress distinct aspects of a product and reach different consumer groups.


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