One color fits all: product category color norms and (a)typical package colors

Volume: 14, Issue: 5, Pages: 1077 - 1099
Published: Jan 3, 2019
Abstract
Despite the growing amount of research on different aspects of product package design, there is lack of empirical evidence with regard to how package color perceptions may influence consumer preferences. Based on categorization theory, the present paper explores responses to package colors that conform or do not conform to product category color norms. Results of two experiments show that atypical package colors implicate negative consequences...
Paper Details
Title
One color fits all: product category color norms and (a)typical package colors
Published Date
Jan 3, 2019
Volume
14
Issue
5
Pages
1077 - 1099
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