Research Design Connection: Surface Colors and Perceived Weight

by Sally Augustin, Ph.D. | February 13th, 2017

Research by Sunaga, Park and Spence confirms that, all else being equal, things that are painted lighter colors are perceived to weigh less than items painted darker colors. The team described their study :“The present study examines how the lightness of packaging colors, and the location of products on a display shelf interact to affect consumers’ purchase decision‐making via perceived visual heaviness. As predicted, a display with light (dark) colored products positioned in the upper (lower) shelf positions increases shoppers’ perceptual fluency and facilitates their visual search, thus leading to the suggestion that ‘light’ (heavy) locations are most appropriate for light (dark) colored products…This research also demonstrates that when consumers consider the lightness (in terms of their weight) of the products, they are more likely to choose light (vs. dark) colored products located in the upper shelf positions…consumers’ purchase decision‐making may be promoted by in‐store environments designed to be congruent …