Color saturation has big effect on consumer perception of size

Researchers have found that the perceived size of products depends on the saturation of their color. Saturation refers to a color’s purity. A series of studies support their hypothesis that highly saturated color increases the perceived size of objects.
Because the findings highlight both perceptual and behavioral influences that may arise from a mere adjustment of saturation, they have broad practical relevance. For example, the researchers explain, color saturation is a low-cost but effective way to influence attention and size perceptions in retail stores. An article about the research is published in the Journal of Consumer Research (News Item Boston College, 22 August 2017).
Click here for the news item.
Click here for an abstract of the published article.

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