Study reveals consumers' colour preferences for products

06th January 2011 - Fine Cut

A recently published study has revealed that consumers prefer similar colours instead of clashing ones, which is valuable information when it comes to designing printed labels for products.

As reported by ScienceDaily, consumers were asked to choose colours for different parts of an athletic shoe, as part of the study. They tended to choose similar colours for almost every element and avoided contrasting or moderately different colour combinations.

"Most people like to match colours very closely," revealed Xiaoyan Deng, lead author of the study. "The further the distance between two colours, the less likely people are to choose them together."

There was one exception to the rule, which applied to a small signature part of the shoe, where people picked a contrasting colour to make it stand out.

This insight into consumers' aesthetic preferences suggests that businesses would do well to ensure packaging uses complimentary colours, but also highlights certain areas in contrasting colours, such as brand names.

The study, which was published in the Journal or Consumer Psychology, is the first of its kind to highlight consumers' colour preferences in a way that marketers can utilise. "We had a very realistic situation in the study where consumers could clearly show how they would combine colours in real life," Deng added.

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