To Contrast Or Not to Contrast? Consumers’ Response to Color Combinations

Anneleen Van Kerckhove, Ghent University, Belgium
Tine De Bock, Katholieke University Leuven, Belgium
Consumers respond differently to product combinations dependent on the products’ color and the products’ interrelationship. Contrasting (vs. similar) colors are preferred when the paired products are in an additive relationship (vs. belongingness relationship). Moreover, when the relationship between the combined products matches that between the combined colors, willingness-to-pay is higher.
[ to cite ]:
Anneleen Van Kerckhove and Tine De Bock (2014) ,"To Contrast Or Not to Contrast? Consumers’ Response to Color Combinations ", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 716-719.