Evoking premiumness: How color-product congruency influences premium evaluations
Lyons and Wien tested how congruence or incongruence between package colour and a marketing message affects premium evaluations of food. In two between-subjects experiments using red and green, premium evaluations of a hedonic product were higher when colour and framing matched, red with a tasting-delicious message and green with a healthy one. For a utilitarian product the pattern reversed, and a mismatch scored higher. Black was not tested.
Lyons and Wien tested how congruence or incongruence between package colour and a marketing message affects premium evaluations of food. In two between-subjects experiments using red and green, premium evaluations of a hedonic product were higher when colour and framing matched, red with a tasting-delicious message and green with a healthy one. For a utilitarian product the pattern reversed, and a mismatch scored higher. Black was not tested.
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Lyons, S. J., & Wien, A. H. (2017). Evoking premiumness: How color-product congruency influences premium evaluations. Food Quality and Preference, 64, 103-110. doi:10.1016/j.foodqual.2017.10.006.