Flat or gradient? The impact of packaging color palette presentation on consumer purchase intent for utilitarian versus hedonic products

The current research examines two distinct color palette presentations frequently featured in packaging design: flat versus gradient. Gradient color palettes feature a smooth, gradual transition from one color to another, while flat color palettes feature discrete static blocks of colors placed next to one another. Across four experimental studies using both self-report measures (Studies 1 and 3a-3b) and eye-tracking technology (Study 2), the authors show that the use of gradient color palette in the brand's packaging enhances consumer purchase intent for hedonic products, while the use of flat color palette enhances consumer purchase intent for utilitarian products. Further, the underlying mechanism for this shift in purchase intent is due to the higher arousal level elicited by gradient (vs. flat) color palettes (Studies 3a and 3b). The present research contributes novel theoretical insights to the color research stream by demonstrating how subtle changes in color palette presentations can influence consumer purchase intent for specific product categories. Managerially, this research reveals how brands can strategically affect consumers' arousal levels through different color palette presentations and highlights the possible increase in overconsumption or indulgence of hedonic products via color gradients, which consumers and policymakers should caution.