Color darkness and hierarchy perceptions: How consumers associate darker colors with higher hierarchy

Abstract

Abstract This study demonstrates that perceived hierarchy (high vs. low) from bundled products depend on the darkness of their color (darker vs. lighter). Results from 11 experiments show that consumers infer a darker‐colored product as a higher hierarchical product (HHP), relative to the otherwise identical lighter‐colored product of the same hue and saturation. We further establish that perceived dominance mediates this association: dark colors signal dominance. This study also demonstrates several downstream outcomes of the effect of darkness on hierarchy perceptions: consumers prefer product bundles where an HHP is colored darker than a lower hierarchical product. Furthermore, in the final study, we establish that this effect extends to three‐product bundles and is moderated by presentation mode.