Color research in marketing: Theoretical and technical considerations for conducting rigorous and impactful color research

Labrecque, Lauren I.

doi:10.1002/mar.21359

Cited by 63 publications

(45 citation statements)

References 25 publications

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“…Which color level is most appropriate is highly contingent on the context and the hierarchy of the target item. Our results also extend the current findings in how dimensions of color often evoke various kinds of mental associations (Chylinski et al, 2015; Hagtvedt, 2020; Labrecque, 2020; Sample et al, 2020). While previous work has revealed color associations to more specific constructs like weight and size (Walker & Walker, 2012), our findings extend this association to a more general intangible construct—perceived hierarchy.…”

Section: Discussionsupporting

confidence: 88%

Color darkness and hierarchy perceptions: How consumers associate darker colors with higher hierarchy

Chung

Saini

2021

Psychology and Marketing

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This study demonstrates that perceived hierarchy (high vs. low) from bundled products depend on the darkness of their color (darker vs. lighter). Results from 11 experiments show that consumers infer a darker‐colored product as a higher hierarchical product (HHP), relative to the otherwise identical lighter‐colored product of the same hue and saturation. We further establish that perceived dominance mediates this association: dark colors signal dominance. This study also demonstrates several downstream outcomes of the effect of darkness on hierarchy perceptions: consumers prefer product bundles where an HHP is colored darker than a lower hierarchical product. Furthermore, in the final study, we establish that this effect extends to three‐product bundles and is moderated by presentation mode.

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Section: Discussionsupporting

confidence: 88%

Color darkness and hierarchy perceptions: How consumers associate darker colors with higher hierarchy

Chung

Saini

2021

Psychology and Marketing

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“…In doing so, our research also responds to the call to examine the effect of color combinations with different color dimensions (i.e., hue, value, saturation) (J. Huang et al, 2020;Jeon et al, 2020;Labrecque, 2020).…”

Section: Theoretical Implicationsmentioning

confidence: 99%

How to display products available in multiple color saturation: Fit between saturation and position

Huang

Yang

Liu

2021

Psychology and Marketing

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Previous research has investigated how visual features affect the evaluation of a singular product. Less is known about the effect of visual features when multiple products are displayed. Through three pilot studies and five experiments, the current research shows that displaying lower‐saturation color on the top/left and higher‐saturation color on the bottom/right leads to a more favorable evaluation of a product available in different colors saturations. This effect occurs because the magnitude fit between higher‐saturation color and the bottom/right position induces perceptual fluency. It diminishes when the product targets a neutral outgroup. More important, it reverses when the product targets a dissociative outgroup, showing that people tend to correct their judgment in the opposite direction of their feeling valence when evaluating products targeting dissociative outgroups. However, the fit effect holds in the context of buying gifts for members of dissociative outgroups. The findings contribute to the visual perception and fit literature. They also have significant practical implications for developing more effective product display strategies.

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“…The HSV color model is an inverted cone, which quantitatively describes color characteristics through the three dimensions: hue (H), saturation (S), and value (V). 43,44 These three different color elements have a very critical impact on consumers' purchasing decisions and play a vital role in marketing methods. 35,37,38,45,46 Hue indicates the appearance of different colors, which change with different angles.…”

Section: Hsv Color Modelmentioning

confidence: 99%

From the color composition to the color psychology: Soft drink packaging in warm colors, and spirits packaging in dark colors

2021

Color Research & Application

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This research analyzed the relevant practices in the color composition of packaging and its color psychology for soft drink and spirits products in the world‐renowned packaging design competitions. The packaging color characteristics of the two types of products were analyzed using a quantitative analysis‐based approach (using HSV color model), supplemented by qualitative analysis. The colors of 534 drink packages were analyzed quantitatively, and the three main components of soft drinks and spirits packaging were evaluated in terms of hue, saturation, and value. The color ranges and characteristics of soft drinks and spirits were summarized and compared. The results showed that the vast majority of both products used multi‐color packaging. Soft drink packaging is mostly colored with high value of red, orange, and yellow hue areas, while spirits packaging mostly uses low‐saturation colors. In addition, the average saturation (42.44%) and average value (78.18%) of the main color of soft drink packaging were higher than the average saturation (25.94%) and average value (57.55%) of spirits. Soft drink products are mostly packaged in white or warm colors to gain consumers' attention, while spirits are packaged in black to highlight the high quality and taste. This study shows that the color composition of soft drink and spirits packaging is clearly different. It also reflects that specific colors have a specific psychological meaning, thus causing people's psychological resonance and recognition, which has positive significance for further research on the influence of color psychology on product packaging.

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Color research in marketing: Theoretical and technical considerations for conducting rigorous and impactful color research

Cited by 63 publications

References 25 publications

Color darkness and hierarchy perceptions: How consumers associate darker colors with higher hierarchy

Color darkness and hierarchy perceptions: How consumers associate darker colors with higher hierarchy

How to display products available in multiple color saturation: Fit between saturation and position

From the color composition to the color psychology: Soft drink packaging in warm colors, and spirits packaging in dark colors

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