The associations of age, sex, and matching types with color and product-function were examined in a real-world product scenario (shampoo) among 128 volunteers (M age = 29.3 yr.; SD = 15.6). A pilot study identified eight popular colors and eight product-functions. The association between color and product-function was explored in the main sample. Responses suggested seven pairings of color/product-functions: Red/Hot oil treatment, Yellow/Bright and shiny hair, Green/Herbal extracts, Blue/Deep cleaning, Purple/Soothing, Black/Antiseptic, and White/Anti-dandruff. Analyses indicated that adult participants required more repetitions for retention, as did memorization with random pairing compared to participant-selected pairings. There were statistically significant correlations of responses to colors and product functions. With known color/product-function associations, manufacturers might promote their products more effectively. It is suggested that the associations might be sex- or culture-specific.
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