Color Inside and Outside the Lines: Evidence From Eye‐Tracking Studies on Conformity to and Differentiation From Category Color Codes

Abstract

ABSTRACT Category color codes are commonly used hues in packaging within a specific product category. These colors establish visual standards for new products and influence consumer perception and product categorization. Product managers face a challenging decision: Should they conform to or differentiate from these established color norms? For example, should flour packaging adopt the typical white category color code or stand out with a distinctive color like purple? Retailers face a similar dilemma: Where should they place products that conform to or differ from these color norms to capture consumer attention effectively? Despite the relevance of category color codes for both manufacturers and retailers, the literature on this topic remains limited. Building upon the Limited Capacity Model of Motivated Mediated Message Processing, this paper examines how conformity or differentiation of main and secondary packaging colors from category codes impacts consumer attention. Findings from lab and field eye‐tracking studies reveal a negative interaction between the conformity of main and secondary colors with category codes on both the duration and number of fixations. Hybrid color combinations—where either the main or secondary color conforms while the other differentiates—are most effective in attracting consumer attention, which, in turn, influences consumer choice. This research expands the understanding of the trade‐off between conformity and differentiation in packaging color, offering theoretical contributions to the role of visual stimuli in attracting attention and providing practical guidance for managers in selecting optimal color combinations for their products.

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