Does bluish-white make a product less attractive? Empirical study on the exterior design of automobiles

Even if the same color type, such as white, is applied in product design, it differs slightly depending on the manufacturer. However, the color effects on consumer behavior have been centered on hue units such as blue and white. The viewpoint of analyzing a specific color in detail has been limited...

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Bibliographic Details
Published inProcedia computer science Vol. 207; pp. 701 - 708
Main Author Kato, Takumi
Format Journal Article
LanguageEnglish
Published Elsevier B.V 2022
Subjects
hue
pale
perceived quality
product color
sensory marketing
hue
product color
sensory marketing
perceived quality
pale
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Summary:Even if the same color type, such as white, is applied in product design, it differs slightly depending on the manufacturer. However, the color effects on consumer behavior have been centered on hue units such as blue and white. The viewpoint of analyzing a specific color in detail has been limited to saturation and lightness. Therefore, this study focused on bluish-white, known to have an unhealthy impression as a human facial expression, and examined its effect on the exterior design of automobiles. Through randomized controlled trials in Japan, it was found that bluish-white harms attractiveness compared to white.
ISSN:1877-0509
1877-0509
DOI:10.1016/j.procs.2022.09.125