Bold packaging colors impact consumer behavior: Study reveals surprising effects on product use

Brightly colored packaging does more than attract attention on store shelves. A new study in the Journal of Marketing reveals that highly saturated colors on product packaging significantly influence consumer perceptions of potency and efficacy, often leading to unintended behaviors like underuse or misuse of products.

The study, titled “Color Me Effective: The Impact of Color Saturation on Perceptions of Potency and Product Efficacy” and authored by Lauren I. Labrecque (University of Rhode Island), Stefanie Sohn (University of Southern Denmark), Barbara Seegebarth (Hochschule RheinMain), and Christy Ashley (University of Rhode Island), examines how visual design elements, particularly color saturation, shape consumer behavior.

“We find that consumers tend to associate highly saturated colors—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

Highly Saturated Colors Boost Perceptions of Potency

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

Potential for Misuse or Underuse

The perception of increased potency can lead to unintended consequences. For instance, consumers might underdose a brightly colored 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,” says Sohn. “While bold colors 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 sanitizers.”

Implications for Marketers and Product Designers

The findings highlight a tradeoff for marketers. Bold packaging colors 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 colors 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. In a world where packaging often serves as a primary touchpoint for consumers, getting the balance right is crucial.

Full article and author contact information available at: https://doi.org/10.1177/00222429241296392

About the Journal of Marketing 

The Journal of Marketing develops and disseminates knowledge about real-world marketing questions useful to scholars, educators, managers, policy makers, consumers, and other societal stakeholders around the world. Published by the American Marketing Association since its founding in 1936, JM has played a significant role in shaping the content and boundaries of the marketing discipline. Shrihari (Hari) Sridhar (Joe Foster ’56 Chair in Business Leadership, Professor of Marketing at Mays Business School, Texas A&M University) serves as the current Editor in Chief. https://www.ama.org/jm

About the American Marketing Association (AMA)

As the leading global professional marketing association, the AMA is the essential community for marketers. From students and practitioners to executives and academics, we aim to elevate the profession, deepen knowledge, and make a lasting impact. The AMA is home to five premier scholarly journals including: Journal of Marketing, Journal of Marketing Research, Journal of Public Policy and Marketing, Journal of International Marketing, and Journal of Interactive Marketing. Our industry-leading training events and conferences define future forward practices, while our professional development and PCM® professional certification advance knowledge. With 70 chapters and a presence on 350 college campuses across North America, the AMA fosters a vibrant community of marketers. The association’s philanthropic arm, the AMA’s Foundation, is inspiring a more diverse industry and ensuring marketing research impacts public good. 

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