A new study published in the Journal of Marketing has found that highly saturated colors on product packaging can significantly distort consumer perceptions of a product’s potency and efficacy—sometimes with unintended and even harmful consequences.
The study, “Color Me Effective: The Impact of Color Saturation on Perceptions of Potency and Product Efficacy,” authored by Lauren I. Labrecque (University of Rhode Island), Stefanie Sohn, Barbara Seegebarth, and Christy Ashley, investigates how visual design—particularly color saturation—affects consumer decision-making across various product categories.
“We find that consumers tend to associate highly saturated colors—like bold reds or deep blues—with stronger, more effective products,” said Labrecque. “While this can boost confidence in certain categories, it can also lead to harmful misinterpretations, especially for health-related or safety-critical products.”
The research shows that consumers perceive products in vivid, highly saturated packaging as more potent compared to those with muted tones. The effect is especially strong in categories such as cleaning agents and disinfectants, where bright colors are linked to increased strength.
This visual cue, however, can lead to misuse. Consumers may underdose brightly colored cleaning products, assuming less is required, or hesitate to use vividly packaged medications out of fear they are overly strong.
“Consumers make split-second judgments based on packaging,” said Sohn. “While bold colors can enhance product appeal, they can also mislead consumers about how the product should be used, which is particularly concerning for items like medications or sanitizers.”
For marketers and designers, the findings raise critical considerations around packaging strategy.
“Designing packaging isn’t just about aesthetics—it’s about functionality and trust,” noted Seegebarth. “Marketers need to ensure that visual elements align with the intended use of the product, especially in categories where accuracy and safety are critical.”
To address these challenges, the study offers several practical recommendations, including clearer usage instructions on bold packaging, consumer education campaigns, and integrating design with broader sustainability goals. Misuse and underuse driven by visual misperception may contribute to unnecessary product waste, highlighting a secondary environmental concern.
The findings serve as a reminder that packaging, while key to standing out on shelves, must also support responsible and informed consumer behavior—especially when health and safety are at stake.
