Now, a new international study has shown that the highly saturated colors of product packaging significantly influence consumers’ perception of their potency and efficacy, often leading to undesirable behaviors such as insufficient or incorrect product use.
This is particularly concerning in the case of medications or cleaning products, as consumers may overestimate their potential effect and use less than the necessary dose.
The research, published in the ‘Journal of Marketing’, examined how visual design elements, particularly color saturation, influence consumer behavior.
BOLD COLOR, MORE POTENT PRODUCT
«We found that consumers tend to associate highly saturated colors, such as intense reds or deep blues, with stronger and more effective products –explains Lauren I. Labrecque, from the University of Rhode Island (United States)–. While this can increase confidence in certain categories, it can also lead to harmful misinterpretations, especially in the case of health-related or safety-critical products.»
The study concludes that products with vibrant-colored packaging are systematically perceived as more potent or effective than those with muted tones.
This effect is particularly pronounced in categories like cleaning products and disinfectants, where consumers equate bold colors with greater potency, and the perception of increased potency can have unintended consequences.
For example, consumers may underdose a bold-colored disinfectant, assuming a smaller amount will suffice. Similarly, medications with eye-catching packaging may appear too potent, leading to doubts or inappropriate use.
DECISIONS IN FRACTIONS OF SECONDS
«Consumers judge in split seconds based on packaging –explains Stefanie Sohn, from the University of Southern Denmark–. While bold colors can enhance product appeal, they can also mislead consumers on how the product should be used, which is especially concerning for items like medications or disinfectants.»
The results highlight a dilemma for marketing professionals, the researchers comment. Bold colors on packaging can communicate efficacy and capture consumer attention, but must be used responsibly to avoid unintended consequences.
«Packaging design is not just about aesthetics, but also about functionality and trust –adds Barbara Seegebarth, from Hochschule RheinMain (Germany)–. Marketing professionals must ensure that visual elements align with the intended use of the product, especially in categories where precision and safety are paramount.»
PRACTICAL APPLICATIONS
The study offers practical insights for brands and policymakers:
– Packaging design: Brands can use bold colors to emphasize potency, but must include clear usage instructions to avoid misinterpretations.
– Educational campaigns: Policymakers and retailers can develop campaigns to educate consumers on proper product use, reducing waste and potential harm.
– Sustainability efforts: Addressing underutilization or misuse of products can reduce unnecessary waste, contributing to broader environmental goals.