Short answer
Before adopting an unconventional color for product packaging, rigorously test its reception to ensure it doesn't inadvertently trigger negative consumer responses.
- Field
- Innovation & Design
- Source
- Review of Managerial Science (2019)
- Method
- Experimental research
- Evidence
- Strong effect
Using package colors that are atypical for a product category can lead to increased consumer skepticism and decreased purchase intention. This innovation & design research insight is drawn from a 2019 study published in Review of Managerial Science. Using Experimental research, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Before adopting an unconventional color for product packaging, rigorously test its reception to ensure it doesn't inadvertently trigger negative consumer responses.
Deviating from Product Color Norms Reduces Consumer Interest and Purchase Intent
Using package colors that are atypical for a product category can lead to increased consumer skepticism and decreased purchase intention.
Review of Managerial Science · 2019
Key Findings
- 01Atypical package colors increase consumer skepticism.
- 02Contrary to expectations, atypical package colors decrease consumer interest.
- 03Negative affective reactions to atypical colors negatively influence product attitude.
- 04Lower product attitude translates into lower purchase intention.
Application
Design takeaway
Before adopting an unconventional color for product packaging, rigorously test its reception to ensure it doesn't inadvertently trigger negative consumer responses.
How to apply
Conduct user testing with mock-ups featuring both conventional and unconventional color schemes to gauge consumer reactions before finalizing packaging designs.
Project actions
- 01When researching existing products, identify common color themes within a category.
- 02Consider how a novel color choice might be perceived by your target audience.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Provides empirical evidence for the impact of color norms on consumer behavior.
- +Uses experimental design to establish causal links.
Limitations
The specific product category and the cultural background of the participants can influence how color norms are perceived.
Reliability & validity
The study's reliability would be supported by consistent findings across both experiments. Validity is enhanced by measuring multiple consumer response variables (skepticism, interest, attitude, intention) that logically connect to the independent variable (color atypicality).
Think critically
To what extent does the 'novelty effect' of an atypical color outweigh the negative consequences of increased skepticism, and under what conditions might this be true?
Design Principles
"Color choices in packaging should align with consumer expectations for the product category to foster trust and encourage purchase."
This research highlights the significant impact of color choices in product packaging. Designers must carefully consider established color norms within a product category, as unexpected color choices, while potentially aiming for distinctiveness, can backfire by creating distrust and reducing consumer appeal.
What This Means for Your Design
Using a weird color for a product's packaging can make people distrust it and not want to buy it, even if it looks cool.
How to use in your project
- 1.Reference this study when discussing the rationale behind your packaging color choices, especially if you are deviating from norms or explaining why you are adhering to them.
Add to My Project
Quick Cite
Paragraph starter
Research indicates that deviating from established product category color norms can negatively impact consumer perception, leading to increased skepticism and reduced purchase intention. For instance, Garaus and Halkias (2019) found that atypical package colors can decrease consumer interest and product attitude, underscoring the importance of aligning packaging colors with consumer expectations to foster trust and encourage purchasing decisions.
Source
Review of Managerial Science
One color fits all: product category color norms and (a)typical package colors
journal · 2019
View sourceQuestions About This Research
- What does the research say about deviating from product color norms reduces consumer interest and purchase intent?
- Before adopting an unconventional color for product packaging, rigorously test its reception to ensure it doesn't inadvertently trigger negative consumer responses. Evidence: Review of Managerial Science (2019).
- Why does "Deviating from Product Color Norms Reduces Consumer Interest and Purchase Intent" matter for design?
- This research highlights the significant impact of color choices in product packaging. Designers must carefully consider established color norms within a product category, as unexpected color choices, while potentially aiming for distinctiveness, can backfire by creating distrust and reducing consumer appeal.
- How can designers apply this research?
- Before adopting an unconventional color for product packaging, rigorously test its reception to ensure it doesn't inadvertently trigger negative consumer responses.
- What were the main findings?
- Atypical package colors increase consumer skepticism.. Contrary to expectations, atypical package colors decrease consumer interest.. Negative affective reactions to atypical colors negatively influence product attitude.. Lower product attitude translates into lower purchase intention.
- What research method was used?
- Experimental research.
- How strong is the evidence?
- Evidence strength is rated Strong effect, based on a 2019 journal from Review of Managerial Science.
- What should I do differently in my next project?
- Conduct user testing with mock-ups featuring both conventional and unconventional color schemes to gauge consumer reactions before finalizing packaging designs.
- What are the limitations?
- The study's findings may vary depending on the specific product category, cultural context, and the degree of color deviation.