One Color Fits All: Product Category Color Norms and (A)typical Package Colors

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 to the brand. Findings indicate that perceived package color atypicality increases consumers’ skepticism and, contrary to expectations, decreases interest. These affective reactions negatively influence consumers’ product attitude which subsequently translates into lower purchase intention. The results provide important insights for theory and practice.