This study asks two questions: Is there intracultural variation among the Baganda of Uganda in the cognition of color terms; and if there is, what are the sociocultural correlates of this variation? The color terminology of the Baganda is described, and several psycholinguistic techniques are used to determine the cognition of these terms. These include: (1) word associations, (2) triad sorts, (3) the semantic differential, and (4) listing tasks. Data were collected from samples which maximized the variance in sociocultural characteristics. A multivariate analysis of the data demonstrated a large degree of intracultural variation in the cognition of terms which can be related to formal education, reading and speaking English, residence, age, reading Luganda, and sex. Evidence from the four psycholinguistic techniques provides a considerable degree of convergent validity for these claims. The significance of these findings with regard to various communication situations (e.g., education, public information) and anthropological research methods which have been based on the assumption of cultural homogeneity are noted, and areas for further research are indicated which can potentially result in findings that can be used to facilitate the communication process within the research population. (Author)