Abstract:

Color plays a crucial role in product design, influencing both aesthetic appeal and consumer behavior. While many designers emphasize color for its visual appeal, its potential to convey information and shape consumer perceptions is often overlooked. This paper explores the multifaceted role of color in product design, examining its ability to attract attention and communicate implicit information about a product's qualities, such as taste or intended audience. By analyzing studies in fields such as food packaging and consumer goods, this research highlights how different elements of color (Hue, Saturation, and Value) affect consumer expectations and perceptions of different prodcuts. All of these findings suggest that designers can further maximize the effectiveness of color beyond aesthetics by using it as a tool to inform and influence consumer decision-making.