IDEAS home Printed from https://ideas.repec.org/a/eee/joreco/v82y2025ics0969698924004004.html
   My bibliography  Save this article

Effects of color-typeface congruence on product evaluation

Author

Listed:
  • Tian, Zhouyuan
  • Huang, Chia-Hsing

Abstract

Product packaging is important for attracting consumer attention and creating expectations regarding a product, both of which can influence product evaluation. A key issue in package design is the coordinated selection of multiple package elements. This study investigates whether and when congruence between color and typeface in a product package can improve product evaluation. To this end, we analyze color and typeface on product packages based on semiotics and marketing, propose a conceptual model for the role of color-typeface congruence, and conduct three empirical studies that test the hypotheses implied from our model. Study 1 shows that color-typeface congruence is positively related to product evaluation. In Study 2, processing fluency is identified as a link between color-typeface congruence and product evaluation. Finally, Study 3 establishes the moderating role of design sensitivity in the relationship between processing fluency and product evaluation. Our findings contribute to more effective marketing communication for marketers and retailers through packaging.

Suggested Citation

  • Tian, Zhouyuan & Huang, Chia-Hsing, 2025. "Effects of color-typeface congruence on product evaluation," Journal of Retailing and Consumer Services, Elsevier, vol. 82(C).
    • Handle: RePEc:eee:joreco:v:82:y:2025:i:c:s0969698924004004
    DOI: 10.1016/j.jretconser.2024.104104
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0969698924004004
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jretconser.2024.104104?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:joreco:v:82:y:2025:i:c:s0969698924004004. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/journal-of-retailing-and-consumer-services .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.