Color combination’s influence in packaging design on customer behaviorA study on the difference between the presence of complementary colors versus analogous colors in packaging design and how this affects customer behavior.

Abstract

This study investigated the influence of different color combinations (complementary versus analogous) on the customer’s behavior while using Hofstede’s cultural dimension of indulgence and restraint as manipulator. A total of 121 valid responses were gathered with a survey via Qualtrics. To manipulate participants into the right mindset, two versions of a recall task were used. Participants were asked to write a small essay in which they had to recall an event linked to the either indulgence or restraint. Furthermore, participants were shown a packaging design that applied a certain color combination. In total this study created 4 conditions. The results showed that participants manipulated into an indulgent mindset had a higher purchase intention than those that were manipulated into a restrained mindset. However, it should be taken into account that the manipulation check for the recall task was not successfully. Besides that, no other significant relations were found. Therefore, this study suggest further research into this topic.