How to display products available in multiple color saturation: Fit between saturation and position

Abstract Previous research has investigated how visual features affect the evaluation of a singular product. Less is known about the effect of visual features when multiple products are displayed. Through three pilot studies and five experiments, the current research shows that displaying lower‐saturation color on the top/left and higher‐saturation color on the bottom/right leads to a more favorable evaluation of a product available in different colors saturations. This effect occurs because the magnitude fit between higher‐saturation color and the bottom/right position induces perceptual fluency. It diminishes when the product targets a neutral outgroup. More important, it reverses when the product targets a dissociative outgroup, showing that people tend to correct their judgment in the opposite direction of their feeling valence when evaluating products targeting dissociative outgroups. However, the fit effect holds in the context of buying gifts for members of dissociative outgroups. The findings contribute to the visual perception and fit literature. They also have significant practical implications for developing more effective product display strategies.