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Color plays a strong role in shaping consumers’ attitude toward brands, expectations, and likeability in the field of advertising. Associations with colors are formed within consumers’ culture and are often universal in meaning. Through three studies, the role of color in relationship to perceived healthfulness on energy bar packaging is observed. The results show a strong correlation between a particular color associated with healthfulness due to preconceived color associations often highlighted in advertising strategies. However the results raised unexpected, yet insightful correlations with other colors, which participants identified as healthy. When participants were asked to pick the energy bar that they perceived as the healthiest out of the group, their answers suggested a consistent idea of health related colors. Implications are discussed for using color as an advertising strategy in order to sustain strong brand recognition and likeability in the energy bar market.

Color Associations as Advertising Strategies: An Analysis of Consumer Attitudes Toward the Healthfulness of Energy Bar Packaging