How product-background color combinations influence perceived brand innovativeness

The current research examines when and how product-background color combinations (analogous vs. complementary) influence consumers' perception of brand innovativeness. Across four studies, the authors find that analogous combinations lead to higher perceptions of brand innovativeness compared to complementary combinations. The effect occurs because analogous combinations are more difficult to process and, thus, result in higher perceptions of brand innovativeness. However, this effect is reduced for those familiar with the target brand. Importantly, by enhancing perceptions of brand innovativeness, analogous combinations can positively or negatively influence consumers’ purchase intentions, depending on their self-construal. Our findings provide valuable insights for both theory and marketing practice.