Study shows how bold packaging colours impact consumer behaviour

The study, titled ‘Colour Me Effective: The Impact of Colour Saturation on Perceptions of Potency and Product Efficacy’ examines how visual design elements, particularly colour saturation, shape consumer behaviour. 

It is authored by Lauren I. Labrecque, Professor of Marketing and the Director of Ph.D. Programs and Research at the University of Rhode Island in the US. Co-authors are Stefanie Sohn, Barbara Seegebarth and Christy Ashley. 

“We found that consumers tend to associate highly saturated colours – like bold reds or deep blues – with stronger, more effective products,” Labrecque says.  

“While this can boost confidence in certain categories, it can also lead to harmful misinterpretations, especially for health-related or safety-critical products.” 

Key findings from the study: 

Highly saturated colours boost perceptions of potency 

The study found that products with vivid packaging colours are consistently perceived as more potent or effective than those with muted tones. This effect is especially pronounced for categories such as cleaning agents and disinfectants, where consumers equate bold colours with increased strength. 

Potential for misuse or underuse 

The perception of increased potency can lead to unintended consequences. For instance, consumers might underdose with a brightly coloured disinfectant, assuming a smaller amount will suffice. Similarly, medicines with bold packaging may be viewed as overly strong, causing hesitation or improper use. 

“Consumers make split-second judgments based on packaging,” emphasises Sohn. “While bold colours can enhance product appeal, they can also mislead consumers about how the product should be used, which is particularly concerning for items like medications or sanitisers.” 

Implications for marketers and product designers 

The findings highlight a trade-off for marketers. Bold packaging colours can effectively communicate efficacy and capture consumer attention, but they must be used responsibly to avoid unintended consequences. 

“Designing packaging isn’t just about aesthetics – it’s about functionality and trust,” Seegebarth adds. “Marketers need to ensure that visual elements align with the intended use of the product, especially in categories where accuracy and safety are critical.” 

Practical applications 

The study offers actionable insights for brands and policymakers: 

• Packaging design: Brands can use bold colours to highlight potency, but should include clear usage instructions to mitigate misinterpretations. 

• Education campaigns: Policymakers and retailers can develop campaigns to educate consumers about proper product use, reducing waste and potential harm. 

• Sustainability efforts: Addressing underuse or misuse of products can reduce unnecessary waste, contributing to broader environmental goals. 

This research underscores the importance of aligning visual design with consumer expectations and product functionality, say the researchers. In a world where packaging often serves as a primary touchpoint for consumers, getting the balance right is crucial. 

You can find out more about the study here.