The interaction effect of packaging color and cognitive style on consumer purchase intention

Purpose It is important for marketers to identify the typical color of food in the minds of consumers and provide packaging colors that match them. Past research findings on the effectiveness of matching packaging color to food have been inconsistent. In this study, we demonstrated how matching packaging color and typical color affects consumer purchase intention. Design/methodology/approach In two online studies, participants viewed package images of apples (Study 1) and chocolate (Study 2). For each product, participants rated the packaging color, and we manipulated the product package image. Findings For consumers with adaptive cognitive styles (ACS), packaging color analogous to the typical color of food increases purchase intention by enhancing perceived naturalness. For consumers with innovative cognitive styles (ICS), packaging color in high contrast to the typical color increases their purchase intention by improving perceived novelty. Practical implications The results suggest that companies should focus on the consistency between the cognitive styles of consumers and packaging color. Originality/value This study differentiates packaging colors into analogous and high-contrast color from the typical color of food products. And it provides a new theoretical framework to explain the inconsistencies in research on packaging color matching effects by introducing and validating cognitive style as a key moderating variable and perceived naturalness and novelty as mediating mechanisms of differentiation.