List of Axis Attribute Ideas for Perceptual Maps

By /

Need Ideas for Your Perceptual Map Attributes?

Well, Perceptual Maps 4 Marketing has got you covered!!!

Below you will find over 400 attribute ideas to get you started with perceptual mapping ASAP. And these attribute ideas are also a handy resource for designing image surveys as well.

What is an Attribute in Perceptual Mapping?

Brand (or product) attributes are the specific features, benefits, traits, qualities, and/or characteristics that are utilized to compare and distinguish the brands (or products) in the market.

They help determine how similar (points-of-parity) or how differentiated (points-of-difference) each of the brands are, in terms of consumer perceptions.

Below is a list of over 400 possible brand and/or product attributes that you can use on your axes for your perceptual maps.

As you can see, both ends of the attributes have been provided for you below. In your perceptual maps, each attribute should be an opposite. This is because you get consumers/respondents to answer questions like:

  • How would you rate Brand X, where 9 = exciting and 1 = boring?

And when constructing your maps remember to:

  • use the attributes that are relevant to your brands and to the marketplace
  • use the attributes that consumers take into consideration when choosing between brands.
  • look perceptual map outcomes that provide clear distinctions between the brands under consideration.

Full List of Axis Attribute Ideas for Perceptual Maps

  1. Innovative design | Outdated design
  2. User-friendly | Complicated
  3. Energy-efficient | Energy-consuming
  4. Customizable options | Standard options
  5. Ethically-sourced materials | Unethically-sourced materials
  6. Quick and easy | Time-consuming
  7. Reliable | Unreliable
  8. Advanced technology | Obsolete technology
  9. Compact | Bulky
  10. Attractive | Unattractive
  11. Healthily | Unhealthy
  12. Organic | Artificial
  13. Allergen-free | Contains allergens
  14. Vegan-friendly | Non-vegan
  15. Locally-produced | Imported
  16. Professional | Amateurs
  17. Affordable luxury | Overpriced
  18. Time-saving | Time-consuming
  19. Low maintenance | High maintenance
  20. Easy | Hard
  21. Strong | Weak
  22. Modern | Old-fashioned
  23. Personal | Impersonal
  24. Friendly | Distant
  25. Sensitive | Insensitive
  26. Gender-neutral | Gender-specific
  27. Socially-conscious | Socially-unaware
  28. Vague | Precise
  29. Direct | Uncertain
  30. Mild | Strong
  31. Collaborative | Competitive
  32. Flexible | Rigid
  33. Fast | Slow
  34. For me | For others
  35. Known | Unknown
  36. Safe | Risky
  37. Trusted | Not trusted
  38. New | Old
  39. Simple | Complex
  40. Responsive | Unresponsive
  41. 24/7 | Restricted hours
  42. Adaptable | Fixed
  43. Easy | Difficult
  44. Compatible | Awkward
  45. Good resale value | Low resale value
  46. Comfortable | Uncomfortable
  47. Light | Heavy
  48. Lightweight materials | Heavy materials
  49. Water-resistant | Not water-resistant
  50. Quiet | Noisy
  51. Abrupt | Polite
  52. Rich | Poor
  53. Salty | Bland
  54. Sweet | Sour
  55. Nutrient-rich | Nutrient-poor
  56. Handcrafted | Mass-produced
  57. For beginners | For advanced users
  58. Creative | Predictable
  59. Productive | Unproductive
  60. Convenient | Awkward
  61. Long-lasting | Short-lived
  62. Broad choice | Narrow choice
  63. Maintained | Neglected
  64. Proactive | Passive
  65. Close to customer | Distant to customer
  66. Customizable | Fixed
  67. Fashionable | Unfashionable
  68. Classic | Modern
  69. Seasonal | Unseasonal
  70. Trendy | Outdated
  71.  Biodegradable | Non-biodegradable
  72. Thoughtful | Careless
  73. Fair practices | Unfair practices
  74. Gives back | Takes away
  75. Good corporate citizen | Poor corporate citizen
  76. Recyclable | Non-recyclable
  77. Preservative-free | Contains preservatives
  78. Non-toxic | Contains chemicals
  79. Low sugar | High sugar
  80. Low carbs | High carbs
  81. Low fat | High fat
  82. Low calories | High calories
  83. Good for me | Not so good for me
  84. Gluten-free | Contains gluten
  85. High-protein | Low-protein
  86. Diet-friendly | Not diet-friendly
  87. Relaxed | Tense
  88. Focused | Scattered
  89. Organized | Disorganized
  90. Structured | Unplanned
  91. Careless | Careful
  92. Celebrity-endorsed | No celebrity endorsements
  93. Supported | Unsupported
  94. Minimalist design | Cluttered design
  95. Ready-to-use | Requires preparation
  96. Hard work | Easy to use
  97. Skilled | Inexperienced
  98. Active | Inactive
  99. Energetic | Lethargic
  100. Tailored | Generic
  101. Youthful | Aged
  102. Mature | Immature
  103. Wise | Foolish
  104. Limited | Unlimited
  105. All included | Added extras
  106. Honest | Dishonest
  107. Sustainable | Unsustainable
  108. Pressured | Calmed
  109. Rough | Smooth
  110. Creamy | Plain
  111. Enjoyable | Not enjoyable
  112. Helpful | Unhelpful
  113. Plant-based | Animal-based
  114. Helps | Hinders
  115. Supportive | Unsupportive
  116. Exclusive | Inclusive
  117. Researched | Guesswork
  118. Cultured | Uncouth
  119. Nice | Mean
  120. Polite | Rude
  121. Positive | Negative
  122. Certified | Uncertified
  123. Real-world | Dream-world
  124. Partner | Solo
  125. Independent | Dependent
  126. Ethical | Unethical
  127. Winner brand | Loser brand
  128. Popular | Unpopular
  129. Niche | Mass-market
  130. Unique | Common
  131. Prized | Unwanted
  132. Interesting | Dull
  133. Shy | Outgoing
  134. Comprehensive | Missing parts
  135. Secure | Insecure
  136. Local | Global
  137. Choice of options | No choices
  138. Renewable | Not renewable
  139. Aware | Unaware
  140. Opinionated | Modest
  141. Passionate | Indifferent
  142. Customer-centric | Profit-centric
  143. Social advocate | Socially disconnected
  144. Equality | Inequality
  145. Open | Closed
  146. Flexible | Fixed
  147. Driven | Aimless
  148. Wild | Tamed
  149. Crazy | Sensible
  150. Holistic | Piecemeal
  151. Wanted | Unwanted
  152. Empowering | Disempowering
  153. Emotional | Logical
  154. Eco-friendly | Not eco-friendly
  155. For a few | For many
  156. Diverse | Similar
  157. Accessible | Inaccessible
  158. Smart | Dumb
  159. Today | Tomorrow
  160. Past | Future
  161. Considered | Inconsiderate
  162. Large | Small
  163. Tasty | Bland
  164. Loyal | Disloyal
  165. Problem-solver | Problem-maker
  166. Meets needs | Creates needs
  167. Physical | Mental
  168. Soft | Hard
  169. Too much | Not enough
  170. Funny | Humorless
  171. Sharp | Blunt
  172. Intergenerational | For one generation
  173. Fair | Unfair
  174. Contributes | Steals
  175. Education | Entertainment
  176. For existing customers | For new customers
  177. Greedy | Sharing
  178. Balanced | Unbalanced
  179. Leader | Follower
  180. For kids | For adults
  181. Talks | Listens
  182. Tells | Demonstrates
  183. Outward | Inward
  184. Critical | Uncritical
  185. Nice | Mean
  186. Empathic | Uncaring
  187. Natural | Unnatural
  188. Enduring | Short-term
  189. Tasteful | Tasteless
  190. Clean | Dirty
  191. Responsible | Irresponsible
  192. Sophisticated | Crude
  193. Dedicated | Undedicated
  194. Service focused | Sales focused
  195. Easy to contact | Hard to contact
  196. Prompt | Slow
  197. Transparent | Hidden
  198. Genuine | Fake
  199. Consistent | Inconsistent
  200. Broad choice | Narrow choice
  201. Prestigious | Budget
  202. Friendly | Aloof
  203. Comfortable | Uncomfortable
  204. Stylish | Functional
  205. Full flavor | No flavor
  206. Healthy | Junk
  207. Modern | Traditional
  208. Choosing | Chosen
  209. Lots of variety | Limited variety
  210. Innovative | Conservative
  211. Popular | Niche
  212. Worldly | Local
  213. Invested | Disinterested
  214. Good product warranty | No product warranty
  215. Bold – Nervous
  216. Exciting – Boring
  217. For adults – For children
  218. Safe – Risky
  219. Considered – Reckless
  220. Full service – Self service
  221. Flexible – Fixed
  222. Colorful – Bland
  223. Gentle – Rough
  224. Focused – Distracted
  225. Hard – Soft
  226. Long-term – Short-term
  227. Durable – Immediate
  228. High status – Low status
  229. Luxury – Basic
  230. Complex – Simple
  231. Knowledgeable – Unaware
  232. Responsive – Disinterested
  233. Caring – Indifferent
  234. Mature – Childish
  235. Fun – Serious
  236. Liked – Disliked
  237. Loyal – Disloyal
  238. Intimidating – Approachable
  239. Professional – Unprofessional
  240. Specialist – Generalist
  241. Leader – Follower
  242. Authentic – Fake
  243. Innovative – Traditional
  244. Dependable – Unreliable
  245. Playful – Serious
  246. Friendly – Unfriendly
  247. Confident – Insecure
  248. Sophisticated – Unsophisticated
  249. Inspiring – Uninspiring
  250. Sustainable – Wasteful
  251. Committed – Uncommitted
  252. Lively – Lifeless
  253. Multicultural – Insular
  254. Connected – Disconnect
  255. Social orientation – Self orientation
  256. For customers – Against customers
  257. Customer-focused – Profit-focused
  258. City – Rural
  259. Expert – Amateur
  260. Unique – Conformist
  261. Original – Copycat
  262. Aggressive – Passive
  263. Competitive – Cooperative
  264. Youthful – Adult
  265. Radical – Conservative
  266. Scientific – Unscientific
  267. Valuable – Worthless
  268. Memorable – Forgettable
  269. Unusual – Common
  270. Practical – Impractical
  271. Uplifting – Depressing
  272. Modern – Retro
  273. Discreet – Showy
  274. Fashionable – Unfashionable
  275. Trendy – Timeless
  276. Edgy – Safe
  277. Social – Unsociable
  278. Exhilarating – Boring
  279. Colorful – Drab
  280. Perfectionist – Sloppy
  281. Positive – Negative
  282. Precise – Imprecise
  283. Sophisticated – Crude
  284. Thoughtful – Disregarding
  285. Upbeat – Downbeat
  286. Versatile – Limited
  287. Challenging – Simplistic
  288. Functional – Impractical
  289. Straightforward – Confusing
  290. Credible – Unbelievable
  291. Evolving – Fixed
  292. Relevant – Irrelevant
  293. Necessary – Optional
  294. Different – Same
  295. Reputable – Disreputable
  296. Explains – Assumes
  297. Emotional – Cold
  298. Respectful – Disrespectful
  299. Diverse – Same
  300. Inclusive – Exclusive
  301. Future – Past
  302. Adventurous – Safe
  303. Ambitious – Contented
  304. Analytical – Creative
  305. Thinker – Feeler
  306. Rational – Impulsive
  307. Artistic – Unartistic
  308. Assertive – Passive
  309. Bossy – Friendly
  310. Authentic – or Pretender
  311. Bold – Cautious
  312. Loud – Quiet
  313. Wild – Mild
  314. Caring – Uncaring
  315. Casual – Formal
  316. Everyday – Special occasions
  317. Charismatic – Forgettable
  318. Interesting – Dull
  319. Classic – Trendy
  320. Colorful – Colorless
  321. Committed – Uncommitted
  322. Compassionate – Cold-hearted
  323. Competitive – Cooperative
  324. Self-centered – Others-centered
  325. Complex – Simple
  326. Confident – Nervous
  327. Consistent – Inconsistent
  328. Convincing – Unconvincing
  329. Cool – Nerdy
  330. Cosmopolitan – Provincial
  331. Creative – Structured
  332. Cultured – Uncultured
  333. Daring – Timid
  334. Dependable – Unreliable
  335. Dynamic – Static
  336. Efficient – Inefficient
  337. Elegant – Tacky
  338. Down-to-earth – Over-the-top
  339. Empathetic – Disconnected
  340. Real – Unreal
  341. Modest – Boastful
  342. Entrepreneurial – Bureaucratic
  343. Trustworthy – Questionable
  344. Experienced – Inexperienced
  345. Extravagant – Frugal
  346. Extraverted – Introverted
  347. Fun – Boring
  348. Generous – Greedy
  349. Glamorous – Plain
  350. Art – Science
  351. Graceful – Clumsy
  352. Groundbreaking – Conventional
  353. Humble – Arrogant
  354. Imaginative – Unimaginative
  355. Independent – Dependent
  356. Intense – Relaxed
  357. Intimate – Impersonal
  358. Lively – Dull
  359. Luxury – Budget
  360. Masculine – Feminine
  361. Mysterious – Obvious
  362. Nostalgic – Futuristic
  363. Nurturing – Neglectful
  364. Optimistic – Pessimistic
  365. Outgoing – Shy
  366. Passionate – Indifferent
  367. Playful – Serious
  368. Powerful – Weak
  369. Pragmatic – Idealistic
  370. Progressive – Conservative
  371. Pure – Tainted
  372. Logical – Illogical
  373. Quirky – Conventional
  374. Rebellious – Conformist
  375. Refined – Rough
  376. Defined – Vague
  377. Relaxed – Tense
  378. Resourceful – Wasteful
  379. Romantic – Unromantic
  380. Improving – Getting worse
  381. Rugged – Delicate
  382. Self-assured – Self-doubting
  383. Self-sufficient – Dependent
  384. Sensible – Senseless
  385. Serious – Humorous
  386. Sincere – Insincere
  387. Together – Disjointed
  388. Sleek – Awkward
  389. Smart – Simple
  390. Sophisticated – Basic
  391. Spiritual – Materialistic
  392. Spontaneous – Predictable
  393. Sporty – Non-sporty
  394. Focused – Scattered
  395. Stylish – Unstylish
  396. Fashionable – Dated
  397. Subtle – Obvious
  398. Certain – Unsure
  399. Tech-savvy – Tech-laggard
  400. Visionary – Short-sighted
  401. Welcoming – Rejecting
  402. Whimsical – Considered
  403. Witty – Unfunny
  404. Calm – Chaotic

Related Articles

PERCEPTUAL MAP EXAMPLES

Perceptual Maps 4 Marketing

  • The Home of the Free Perceptual Map Excel Template
  • Downloaded over 100,000 times since 2013
  • Always free, always will be
  • Ideal tool for marketing students, analysts, and practitioners

Need the Perceptual Map Maker Excel Tool?

Scroll to Top