Effects of packages’ color as a cue for hazard-related perceptions: A study using virtual reality

Abstract

Color is often used to communicate the level of hazard. The present study sought to determine the effect of packages’ color on hazard-related per- ceptions in a Virtual Environment. There were two conditions: achromatic (grayscale) and chromatic (red, yellow, blue, green). A sample of 40 design students rated their hazard-related perceptions (e.g., level of hazardousness and awareness of consequences) of eight 3D packages, which differed in contents’ hazardousness and familiarity, on hazard related perceptions. The results indi- cated that color does affect hazard-related perceptions. Compared to the ach- romatic versions, red and yellow produced different effects, when applied to hazardous packages which are both familiar and unfamiliar. Red increased hazard perception but did not affect awareness of consequences, and yellow did not affect the first, but decreased the latter. Blue decreased both dimensions, whereas green did not affect the first but decreased the latter. The results draw attention to the importance of color and familiarity on hazard-related perceptions.