Color Saturation and Perceived Sensory Intensity: An Account of Psychological Proximity

Abstract

Color saturation is an important and relevant attribute in products and packaging. However, the role of color saturation in relation to sensory attributes beyond the visual sense remains under-investigated. To partially address this broader gap, the present investigation aims to document the effect of color saturation on the anticipated intensity of attributes related to other senses (smell, taste, touch, and sound). Five studies collectively find that higher saturation in products and packaging results in heightened anticipated intensity of sensory attributes and support that psychological proximity is the underlying mechanism of this effect. We test this effect across different product categories (i.e., soap, microfiber towels, cookies, a music album, and fabric) using both the coloring of the product and its packaging, with the effect found across different senses (i.e., scent, touch, sound, taste, smell, and texture). We further rule out processing fluency, novelty, and nostalgia as alternative explanations. These findings highlight color saturation as a product/packaging cue that shapes consumer sensory expectations across multiple senses, offering both theoretical insight and actionable implications for product and packaging design.