Annals of the Constantin Brâncu și University of Târgu Jiu, Economy Series, Issue 3 2017 [605177]

Annals of the „Constantin Brâncu și” University of Târgu Jiu, Economy Series, Issue 3 /2017
„ACADEMICA BRÂNCU ȘI” PUBLISHER, ISSN 2344 – 3685/ISSN -L 1844 – 7007
 INFLUENCE OF COLORS ON CONSUMER BEHAVIOR “CONCEPTUAL AND
THEORETICAL APPROACHES”

AMEL ARABI
PH.D. STUDENT: [anonimizat],
DEPARTMENT OF MARKETING, WEST UNIVERSITY OF TIMISOARA, ROMANIA,
[anonimizat]

Abstract : Design and in particular its color is often evoked by the consumer as a reason justifying the desire o r not to
consume the offered product. Colors are considered as a dominant component of design. They are one of the most
immediate ways to deliver messages. Indeed, studies have shown that color can retain attention, affect consumer
perception, stimulate emotional responses, and improve learning. This paper reviews the literature concerning the
impact of colors of design on consumer behavior towards products. The review of several studies on col ors and
consumer behavior are meant to explain some authors ' empirical works done and related issues that aris e from such
studies. We proposed a conceptual model and some hy potheses of research, which will constitute the basis for a
quantitative research on a multicultural sample. Findings of the study are that marketers can use co lors to differentiate
products from competitors, increase appetite, enhance mood and form attitudes, among others.
 
Key words: Design, Color, Consumer behaviour.
JEL classification: M31, D47, M37.

1. Introduction
Color is ubiquitous and constitutes an important information’s source for the consumer . As of
its first visual contact with the packaging design, the consumer is attracted instantaneously by the co lor, thus
it identifies the product and evaluates it. The cons umer wants to have the choice, and the decisions
concerning the color are often an essential compone nt and major in the choice of a product by the consumer.
Are we then influenced by colors? And if such is th e case, w hat is its impact on our emotions, preferences as
well as our beliefs an d attitudes towards the packaging design which we choose?
As his former experiments of purchase, the consumer develops his prefe rences and his loathing for
the designs of products according to several factors basically his age and s ex, his culture and beliefs, his
emotions and attitudes . For marketers, color has many uses. Many times it i s the very first thing we notice.
Color shapes the way we think in an immediate and vi sceral way. Color can be a primary tool in the hands
of a marketer. In a society faced with information and stimulation overload, color communicates with
refreshing simplicity and impact. Color ha s strong associative meaning, it can communicate qu ickly, and it
can elicit a powerful subconscious response.
Many works insist on the fact that color is an esse ntial variable in the information processing and
the consumer‘s attitudes forming towards the p roduct. Which is then the impact of the color on the
consumer behavior? What role does it play in its choice of purchase? In the first part, we study the
conceptual framework of this research by focusing o n the colors of design and their influences on cons umer
behavior . The second part is devoted to the presentation of the future research direction .

2. Literature review
The sight is particularly requested by the consumer to understand the environment which surrounds
him. This explains why the color is a dominant variable in its process of perception and that intervenes in a
recurring way in the choice of products. Colors are one o f the most immediate ways to deliver messages,
they help the consumer to treat , retain and memorize the information more effectively than black and wh ite.
Color is often used as an indicator of a product's c ategory and facilitates its identification by consu mers.
Colors stimuli work in synergy with all senses, they symbolize concepts and thoughts, they express
imagination, recall a place and produce an emotional respons e.
In this article we approach three issues: the impact of the color in the information processing
process; color dimensions and impact of preferences on consumer choices ; and the link between the effects
of the colors on the formation of the attitude towards the product.
2.1. The impact of the color in the information processing process
Color plays a role in the functions of alarm (attraction of attention), of attribution (coherence with
the product universe) and congruence (coherence wit h positioning and brand personality).With regard to the
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Annals of the „Constantin Brâncu și” University of Târgu Jiu, Economy Series, Issue 3 /2017
„ACADEMICA BRÂNCU ȘI” PUBLISHER, ISSN 2344 – 3685/ISSN -L 1844 – 7007
 attention’s attraction which is based on the physio logy of the consumer, it seems clear that a packagin g
which differs from its neighbors will have a larger striking in shelves, and will capture more the consumers ’
attention (Devismes, 2000; Roullet, 2006).
Color can influence perception’s quickness. Indeed, colors do not have the same intrinsi c capacity to
draw attention (Roullet, 2006). Some colors would draw more attention into linear than others, ther e would
be the orange one in first position, follow -up of the red, blue, the green and finally of the yellow. Moreover,
according to Cavassilas (2007) the use of a color background rather than a figurat ive background, presents
interests of visual and cognitive ergonomics, according to this author, in addition of being s potted more
easily from afar, a background of color causes a gr eater emotional impact since color is reputed to be a
signifier that provokes an emotional reaction. The ability of colors to attract attention is impor tant in
marketing, especially for advertising communication , the visual identity system of brands and the choi ce of
colors in packaging (Divard, 2001). However, colors can also distract atte ntion, that is, draw attention to
non-central elements of commercial communication. The eye perc eives red more quickly than blue (Deriner,
2000), this aspect explains why red is frequen tly used in signage, but also in advertising, for med ia that need
to be recognized from a distance or in promotions (Sohier, 2004) . Howev er, colors are likely to have a
"parasitic effect" that reduce s the cognitive capacities of information’s detection (Dooley, 1970) . Color
helps us to better understand and memorize information when used appropriate ly and effectively.
Each color has a meaning that varies from one consu mer to another. It influences the way we view
and process information. It improves the ab ility to remember words and images and it is consid ered a s a
vital factor in retention of memory. The consumer uses a different color to highlight ea ch subject, to identify
specific products by theme, by detail. This way, when he needs, he can close his eyes a nd imagine the color
to help remember information more easily. A mental image is much easier to remember than its auditory or
textual equivalent. Nicholson (2003) postulate s that the col or of an object would be stored in the visual
memory. Indeed, based on these statements, it would appear that consumers form mental images of the
products and the packaging that they are confronted with. When they face them , they memorize them as
images, w hich will enable them to visualize the products when they have disappeare d from their field of
vision.

2.2. Color dimensions and impact of preferences on consu mer choices
The color is composed of three dimensions: the hue is the position of the color on the ch romatic
circle. It is determined by the do minant wavelength of the color; then, the luminance which is the
relationship to light. It is the dark or light character, due to the amount of light that the color reflects
(Lichtlé, 2002b, p.24), and finally, sat uration that is the degree of presence of color (Divard and Urien,
2001, p. 24). Compared to these different possible variations in color, se veral contributions have shown that
individual variables such as age or sex influence c onsumers' preferences for ch oosing a color. According to
Berlyne (1960), color preferences are built fairly e arly in life. These initial preferences are produce d during
childhood as a function of the stimuli of the envir onment. Generally, children have preferences for wa rm
colors and their preferences are oriented not only by associative learning but also by the physiological
changes inherent in the aging of the lens (Burkitt , 2003). The preference in color allows a segmentation of
the population. Indeed, Ellis (2001 ) constituted a la rge sample (more than 5,000 people) and obtained
different preference results on the basis of sex. If the men in t heir sample prefer blue (45%) in front of the
green (19.1%), women seem to prefer hot hues (pink or purple), unlike men pr eferring cold colors .
Grossman (1999) argue that the preferences of indiv iduals depend on two things: positive prior
experience and associative learning. Either the pre ference for a color would come from a previous posi tive
experience with this color, or the preference would come from learning that certain colors are more
appropriate than others for such type of product. T his associative learning would confirm the idea tha t
consumers conform to standards in the choice of col ors, and especially if purchases are perceived as r isky.
Each color has a different effect on the consumer; it can be stimulating or calming (Fabrique , 2003).
Some studies have shown that warm colors (red, yell ow, orange) stimulate the sympathetic nervous syste m
of individuals. Indeed, it would appear that r ed increases blood pressure, pulse rate and respira tory rate.
Conversely, cold colors (blue, indigo and violet) wo uld stimulate the parasympathetic nervous system
because these colors reduce blood pressure, pu lse rate and respiratory rhythm. These actions are essential to
the relaxation response (Liu, 1995).

2.3. Effects of color on the formation of attitude toward s the product
The effects of color on the formation of attitude towards the product st rongly mobilized the interest
of the researchers (Pantin, 2004 ; Pantin, 2009) . As regards taste more specifically, color would hav e an
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Annals of the „Constantin Brâncu și” University of Târgu Jiu, Economy Series, Issue 3 /2017
„ACADEMICA BRÂNCU ȘI” PUBLISHER, ISSN 2344 – 3685/ISSN -L 1844 – 7007
 influence on the consumer's sensations as red for a strong taste, green for bitter taste, this underline s the
immense potential of colors to infer sensory percep tions. Thus, the study by Ezan and Piris (2009) points out
that the diversity of colors creates a perception o f variety in the assortment of supermarkets. In general, this
research emphasizes that color is a very important dimen sion in the perception and evalu ation of products
for children who also seek congruence between the color and the nature of the product . In a study conducted
by Dichter
(1964), he taught a number of subjects, successively f our cups containing the same coffee
(unknown to the subjects) in front of four anon ymous boxes of different colors (brown, red , Blue and
yellow). The subjects were to express judgments of strength or lightness, richness or sweetness, associated
with each of the coffees tested. According to the r esults: 73% of the testers judged the coff ee placed in front
of the brown box too strong, 84% judged the red richer, 79% judged the blue softer and 87% judged the
yellow lighter.
Depending on the positioning and the marketing offe rs, it will be sought to induce by the packaging
impressions of soli dity, robustness and stability or, on the contrary, impressions of ease and lightness.
However, the product must meet consumers' expectati ons, market norms and constraints, it must necessar ily
respect the culture, traditions, uses and references lin ked to color, risk of exposing oneself to economic
disappointments (Clark & Honeycutt , 2000) . Beyond the color of the product itself, packaging i nfluences
consumers' perceptions and attitudes (Pimentel & He ckler, 2003). Sohier & Brée (2004) studied the
influence of the red and blue colors of bottles of mineral water. The blue bottl e is considered more
sophisticated and more exciting than the red bottle . The subjects were not really ready to buy a bottl e of red
water. Also, c olor is often used as an indicator of a product’s category and facilitates consumer
identification such as green for organic products, b lue and white for lactic products. Color, while playing an
important role in consumer perceptual space (Percy, 1974), can be considered as a peri pheral or cent ral
index (Petty, 1983). Thus, a bluish package of coffee will present a cen tral color index , because diagnosis of
the category "decaffeinated".
Colors help us to process, remember and memorize inf ormation more effectively than black and
white. This is one of the most immediate ways of co nveying messages. Color stimuli work in synergy wit h
all senses, symbolize concepts and thoughts, expres s imagination,
recall a moment or place and produce an emotional respo nse. (Umamaheswari, 2013 ). Colors are
associated with affects, emotions or moods; they ca n facilitate or hinder memorization processes. They are
mobilized as a diagnostic index of memorization and preference judgments (Lekeu, 2002). Hemphill (1996)
proclaim the importance of the brightness of the color in the affecti ve associations, for him the clear colors
generate positive responses while the dark colors evoke negative answers . Conroy (1992) found that men
and women have different emotional responses to pro duct-specific colors, but that these differences are not
the same for all products. These emotional responses have an influence on the formation of an individua l's
color preferences for an ob ject. Roullet (2006) expresses the fact that the co lor would vary the activation
(degree of awakening, degree of vigilance) of the indiv idual. Jacobs (1979) analyzed the effects of the color
of placebos drugs, "preparation devoid of any prescribed active ingredient in place of a drug for its
psychological effect on the patient", by asking 100 subjects to classify 6 kinds of capsules of different colors
according to three categories of drug effects. Blue and black were associated with tranquilizers and
depre ssants, while red and yellow were associated with t he class of stimulants and antidepressants. White
and green were not tied to any particular class.

The following table, resume a list of research and methods on the influence of colors on consumer behavior.

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Annals of the „Constantin Brâncu și” University of Târgu Jiu, Economy Series, Issue 3 /2017
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 Table No. 1. Example of research and methods on colors influence

Source: Kiehela, 2014, p.37

3. Future research direction
The general framework of the research is that proposed by Figure 1. It is from these relat ions that the
hypotheses will be formulated.

Authors Research area Independant
variables Dependant variables Methods

Dichter (1964)
Influence of coffee
packaging’ color on
perception and judgment of
taste (strength, lightness,
softness, aroma).

Used Colors :
red, yellow, blue
and brown.

Perception and judgment
of taste

Experimental

Jacobs&Nordan
(1979)
Effects of placebos
medicines’ color on
consumer judgments
towards drugs.
Black, Blue, Red
and yellow
Consumer judgments
Experimental

Wheatley & Chiu
(1977) Perception of quality Colors ( dark and
light) Perception of quality Experimentale
Questionnaire

Roullet&Droulers
(2005)
Influence of the color of a
drug package on beliefs
and attitudes to drug
content.
Colors ( dark and
light)
Beliefs and attitudes
Experimental

Funk & Ndubisi
(2006)

Choice of produc t

Color as a concept Colors significations ;
attitudes towards colors ;
color’ attraction ; color’
preferences.

Questionnaire
Kauppinen -Räisänen
&Luomala (2010)
Packaging Particular Colors
(yellow , red,blue,
& green).
Significations of colors
Interviews
Lotto (2011) Physiological effetcs of
color colors Perception of time Expérimentale

Labrecque & Milne
(2012)
Consumer Perceptions Particular Colors
(colored logos,
colored packaging)
Brand personnality
Expérimentale
Questionnaire

Saito (2013)
Color’ preferences Particular Colors
(77 colors of
different hue and
chroma)
Color’ preferences
Interviews.
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Annals of the „Constantin Brâncu și” University of Târgu Jiu, Economy Series, Issue 3 /2017
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Figure No. 1. Proposed theoretical model of research.

Many hypotheses have been elaborated . Those hypotheses will in fact allow us to affirm or refute the
proposed theoretical model. Thus, a questionnaire has been elaborated to c arry out our survey . The main
purpose of the questionnaire is to measure: the different attitudes towards design; emotional responses to
color; purchase intentions towards the product; perceptions and memorization process towards design’ s
colors. The questionnaires will be administered online to c ollect results on a mul ticultural sample of
different age and groups .
The research’ hypothese s proposed are the following:
H1: Color’ preference influences the choice of packaging design.
H1.1: Color preferences vary by gender.
H1.2: Color preferences vary by age.
H2: Consumer’ associative learning determines his choices for col ors
H2.1: Color preferences vary according to culture.
H3. Color has an effect on the cognitive responses of the consumer.
H4. Color has an effect on memorization.
H5: Color influences the consumer's emotional state.
H5.1: Warm colors are more exciting than cool colors.
H5.2: Cool colors are more relaxing than warm color s.
H6: Color influences consumer perceptions.
H6.1: Color influences the taste.
H6.2: Color influen ces perception of quality.
H6.3: Color influences the perception of price.
H7. The color has an effect on attitude towards the design.

The aim of this section was to present the future r esearch direction. The proposed theoretical model,
the hypotheses of the research and the proposed questionnaire highligh t the influence of the color on
consumer behavior.

4. Conclusion s
According to the information s collected in the literature, we have been able to d etermine that
products with a strong aesthetic dimension (design products) are apprecia ted very differently according to
the individuals who evaluate them. It would seem tha t such individual differences a re related to personality
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Annals of the „Constantin Brâncu și” University of Târgu Jiu, Economy Series, Issue 3 /2017
„ACADEMICA BRÂNCU ȘI” PUBLISHER, ISSN 2344 – 3685/ISSN -L 1844 – 7007
 or socio -demographic factors. The more the dominant color of design product is li ked, the more consumers
appreciate that packaging , however, little research has been done on the color of design -packaging and its
effects on the consumer.
The consumer has expectations, needs, desires and a ffective reactions more or less marked in
relation to design’s colors but it also has influences such as age, gend er or culture in the face of innovations.
All these influences take into account in its mental proces s of choice and decision making; making it very
complex mixing emotions and rationality. The prefer ences as well as the responses of the consumers to the
different colors are related and vary according to their countries, c ultures, sexe s, ages and their
psychological states. It is therefore necessary, in marketing, to attribute more importance to this primordial
element of design. The colors of the packaging shou ld correspond to the targets for which these produc ts are
intended. Extensiv e research should take place before the launch of a ny product as a bad choice will have
consequences for the brand itself. Color not only s erves to identify the product or brand immediately, but
also to evaluate its quality and its price.
Colors are contr oversial. Some feel that human responses to colors are stable, therefore applicable to
everyone, whereas others disagree, asserting that r esponses and preferences to colors vary across culture,
gender, and, age, among others. So, the implication for marke ting managers is that they should be aware of
the perceived importance of colors and their interpretation in a partic ular geographic area. Packaging’ colors
can drastically affect their sales. Managers have an option of exploiti ng these differences to their advantage
while laying out design for their products . Depending upon their target audience ( gender -specific products ,
kids products , etc.), they should choose colors for products . Research relating to choice of colors should be
conducted and concluded before launching a product, as the wrong color choice can have negative impact
on the image of the product and the company.
The purpose of this study was to evaluate the influence of the color of packaging design on
consumer perception, evaluation and ch oice of purchase. Literature data show the impact of design ’s color
on the perception of attributes in terms of taste, quality and price, on evaluation, in terms of color / product
adequacy, and on consumer choice. The simple fact o f seeing the color of the packaging influences the
perception of the product . The congruence between the color of the packaging and the intrinsic
characteristics of the product as well as the previ ous experience s of the consumer prove to be relevant
concepts in the understanding of consumer choice.
From a theoretical point of view, this research con tributes to fueling knowledge about the impact
colors have on consumer by focusing on a variable that has been little studied in marketing. We can affirm
that the color of packaging pla ys a role on their evaluation and the ir choice by consumers. Indeed, color has
an impact on the evaluation of the product and its overall assessment. It also has the ability to crea te a sense
of concern and cause product refusal.

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