It's abstract and intangible to describe character for colour; however, Product-related characteristic can be also drivers of a brand personality.
A Brand Personality Scale (BPS): The Big Five
Sincerity
Down-to-earth: family-oriented, small-town, conventional, blue-collar
Honest: sincere, real, ethical, thoughtful, caring
Wholesome: original, genuine, ageless, classic, old-fashioned
Cheerful: sentimental, friendly, warm, happy
Excitement
Daring: trendy, exciting, off-beat, flashy, provocative
Spirited: cool, young, lively, outgoing, adventurous
Imaginative: unique, humorous, surprising, artistic, fun
Up-to-Date: independent, contemporary, innovative, aggressive
Competence
Reliable: hard-working, secure, efficient, trustworthy, careful
Intelligent: technical, corporate, serious
Successful: leader, confident, influential
Sophistication
Upper Class: glamorous, good-looking, pretentious, sophisticated
Charming: feminine, smooth, sexy, gentle
Ruggedness
Outdoorsy: masculine, Western, active, athletic
Tough: rugged, strong, no-nonsense
Aaker, David A. (2010:144) Building Strong Brands London
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