The Influence of Product Color on Perceived Weight and Consumer Preference

Abstract

This research investigates the influence of color lightness on perceived product weight, perceived product attributes, and consumer preference. Three preliminary experiments provide nuance to prior findings regarding the influence of color lightness on the perceived weight of objects. Four main studies subsequently provide evidence that consumers perceive a product to be more durable if its color is dark rather than light, but more convenient if its color is light rather than dark. Both effects arise because darker products are perceived to be heavier. The findings may be especially useful for managers in turbulent business environments, to the extent that the documented phenomena and their influence on consumer behavior do not depend on specific, transient changes in these environments.

Keywords

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This research investigates the influence of color lightness on perceived product weight, perceived product attributes, and consumer preference. Three preliminary experiments provide nuance to prior findings regarding the influence of color lightness on the perceived weight of objects. Four main studies subsequently provide evidence that consumers perceive a product to be more durable if its color is dark rather than light, but more convenient if its color is light rather than dark. Both effects arise because darker products are perceived to be heavier. The findings may be especially useful for managers in turbulent business environments, to the extent that the documented phenomena and their influence on consumer behavior do not depend on specific, transient changes in these environments.