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Effects of color-typeface congruence on product evaluation

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  • Tian, Zhouyuan
  • Huang, Chia-Hsing

Abstract

Product packaging is important for attracting consumer attention and creating expectations regarding a product, both of which can influence product evaluation. A key issue in package design is the coordinated selection of multiple package elements. This study investigates whether and when congruence between color and typeface in a product package can improve product evaluation. To this end, we analyze color and typeface on product packages based on semiotics and marketing, propose a conceptual model for the role of color-typeface congruence, and conduct three empirical studies that test the hypotheses implied from our model. Study 1 shows that color-typeface congruence is positively related to product evaluation. In Study 2, processing fluency is identified as a link between color-typeface congruence and product evaluation. Finally, Study 3 establishes the moderating role of design sensitivity in the relationship between processing fluency and product evaluation. Our findings contribute to more effective marketing communication for marketers and retailers through packaging.

Suggested Citation

  • Tian, Zhouyuan & Huang, Chia-Hsing, 2025. "Effects of color-typeface congruence on product evaluation," Journal of Retailing and Consumer Services, Elsevier, vol. 82(C).
    • Handle: RePEc:eee:joreco:v:82:y:2025:i:c:s0969698924004004
    DOI: 10.1016/j.jretconser.2024.104104
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