Objects are signs which transmit social, political, religious, economic or cultural messages, among others. The meanings of these messages are directed from the emitting object to the recipient, the person who uses or owns the item. The aim of this research is to determine which colors the population of Guadalajara, Mexico relates to luxury in the case of electrical appliances. The study was based on a Product Personality Profiling (PPP) evaluation of six appliances. The features of those products represent a social-economic level which is linked to the consumer of luxury objects. The target of the survey was to determine the colors that represent the luxurious electronic appliance market, which could be linked to a luxury car. The colors in the survey (all metallic versions) were sand, silver, black, blue, grey, white, green and "other." Participants chose two colors for the luxury objects. Silver was chosen for the first three and metallic black for the last three. The results show that the colors silver and black are related to luxury and that the remaining colors are less likely to be related to luxury appliances.