How colour saturation accelerates purchase behaviour, and influences food choice:

This study aims to detect if, in addition to personal characteristics, packages with different colour saturations can improve consumers' attention and influence their choice. Eye-tracker monitors consumers during the decision process and detects their attention. Thanks to an online survey, 40 subjects have been classified according to gender, age, body mass index (BMI), individual attitudes, preferences, food literacy, chronotype, and eating behaviour. During the experimental phase of the study, the subjects had to choose between alternative saturated and non-saturated coloured packages of healthy and non-healthy food projected on a computer screen, simulating what would happen in an online shop. Results show that, in general, people are more attracted to saturated colours, and this does not depend on the type of food (i.e., both healthy and non-healthy food). Also, people with non-conformal BMI spend less time watching packaging before choosing a product. Contrary, people with high nutritional education (food literacy) spend more time. Findings highlight the vulnerability of not conform BMI and food literacy as a protection factor. The paper offers interesting suggestions to marketers and social marketing managers for designing more attractive packages, also for healthy food.