Interpreting colour symbolism in finance- Insights of financial expert
DOI:
https://doi.org/10.23738/CCSJ.170101Keywords:
behavioural finance, visual finance, colour symbolism in financeAbstract
The main objective of this study is to identify the perception of colour meanings with 'finance' among a group of financial experts. As the research method a diagnostic survey conducted using the Computer-Assisted Web Interviewing (CAWI). The analysed colours included the 11 basic colour terms in English (black, white, red, green, yellow, blue, brown, orange, pink, purple, grey) plus two others (silver and golden). After cleaning up the primary results 55 responses were obtained. For 9 out of 13 colours, significant associations with ‘finance’ were obtained with the following meanings: black - Illegal/Unethical Financial Activities and Black Market, blue - Marine/Ocean Conservation Finance, brown - Non-Ecological/Non-Green Finance, green - Environmentally Friendly Finance/Ecological Finance and ESG Finance, grey - Shadow Economy and Unregulated Markets, golden - Long-term Savings, Wealth, Luxury, Leading Financial Products, pink - Gender-related financing, red - Negative Financial Results/High Risk/Insolvency, silver - Elderly Finance/Silver Economy. In addition, a large number of respondents associated the colour white with Ethical/Transparent Finance. The remaining three colours did not show any significant connotations with finance. To the best of the author’s knowledge, this is the first study of colour symbolism in finance conducted among financial experts and one of the few in this scientific field.
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