Color research in marketing: Theoretical and technical considerations for conducting rigorous and impactful color research

Since the beginning of the 21st century, there has been a surge in interest in color research (and in sensory marketing in general). In addition to discussing emerging color research contained in this special issue, this article also provides a discussion of theoretical frameworks for understanding color and provides technical guidelines for creating color stimuli. These guidelines include a discussion of the three dimensions of color (hue, saturation, and value) and provide researchers with guidance for controlling these dimensions when creating color stimuli. Additionally, this article discusses additive (red, green, blue) versus subtractive (cyan, magenta, yellow, and key) color models, gamut, and other considerations, such as screening participants for colorblindness, that future researchers may find useful for conducting rigorous color research.