Color Matters: A Study Exploring the Influence of Packaging Colors on University Students’ Perceptions and Willingness to Pay for Organic Pasta
Nagy and Temesi used an experimental auction to test how the background colour of a pasta label affects perceived healthiness, premiumness, trust, sustainability and willingness to pay. University students rated and bid on identical packs of organic pasta that differed only in label colour: white, blue, green or black. Black was rated most premium and drew the highest mean bid, green scored highest on trust and sustainability, and healthiness ratings were close across colours. Premiumness and trust both predicted willingness to pay. The authors note that the sample was small and young, and that brightness and saturation were not controlled.
Nagy and Temesi used an experimental auction to test how the background colour of a pasta label affects perceived healthiness, premiumness, trust, sustainability and willingness to pay. University students rated and bid on identical packs of organic pasta that differed only in label colour: white, blue, green or black. Black was rated most premium and drew the highest mean bid, green scored highest on trust and sustainability, and healthiness ratings were close across colours. Premiumness and trust both predicted willingness to pay. The authors note that the sample was small and young, and that brightness and saturation were not controlled.
Written from the article text, PubMed Central.
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Nagy, L. B., & Temesi, A. (2024). Color Matters: A Study Exploring the Influence of Packaging Colors on University Students’ Perceptions and Willingness to Pay for Organic Pasta. Foods, 13(19), 3112. doi:10.3390/foods13193112.