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Less colorful = purer? The effect of packaging colorfulness on product purity perception

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  • Huang, Zhiyuan
  • Dai, Xiaohe

Abstract

This study examines how packaging colorfulness shapes consumer perceptions of product purity. Across five studies employing various stimuli, results demonstrate that consumers tend to perceive less colorful packaging as indicative of higher product purity compared to more colorful packaging. This perception bias arises from the inference that low colorfulness in packaging suggests fewer varieties of ingredients. Furthermore, the impact of packaging colorfulness on perceived product purity diminishes when detailed ingredient information is salient. These findings clarify how consumers infer product purity from the packaging colorfulness and provide strategic guidance for marketers in leveraging these perception biases for packaging design.

Suggested Citation

  • Huang, Zhiyuan & Dai, Xiaohe, 2025. "Less colorful = purer? The effect of packaging colorfulness on product purity perception," Journal of Retailing and Consumer Services, Elsevier, vol. 85(C).
    • Handle: RePEc:eee:joreco:v:85:y:2025:i:c:s0969698925000621
    DOI: 10.1016/j.jretconser.2025.104283
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