Dark is durable, light is user‐friendly: The impact of color lightness on two product attribute judgments

Visual design elements such as color do not only provide aesthetic appeal; they also convey information that consumers rely on when making unrelated product attribute judgments. Seven experiments reveal that consumers assess darker‐colored products to be more durable but less user‐friendly than lighter‐colored ones. Both outcomes are linked to the influence of color lightness on perceived weight, but the latter outcome appears to be more easily...