More saturated, better Performance: How color saturation affects product performance perception

This study investigates how and when color saturation influences consumers’ product performance judgment. Findings from five studies (and three supplementary studies) indicate that consumers tend to infer that products with high color saturation exhibit superior performance compared to those with low saturation. This effect is serially mediated by arousal and product strength perception, whereby products with high color saturation trigger higher arousal, which increases perceived product strength and, in turn, enhances performance perceptions (Study 2). Additionally, this effect is reversed when the product emphasizes gentleness-related (vs. strength-related) attributes (Study 3). Study 4 further documents the downstream effect of the saturation-performance relationship, demonstrating that enhanced product performance judgments driven by high color saturation increase the likelihood of consumers' product choices. These results extend the literature on color saturation, arousal, product strength perception as well as product performance perception. The findings also offer valuable insights for marketers on how to leverage an inexpensive tool to shape consumer perception and behavior.