The Influences of gradient color on the weight perception and stability perception: A preliminary study

Abstract

Gradient colors are widely used in product design. The variation of gradient colors muting a color as a series of steps from bright to dull creates a soft and gradual impression while also affecting people's perceptions. This study manipulates the types of gradient colors to explore the relationship between color gradients and perception of stability to determine whether weight perception plays a role. In the case of controlling for aesthetic differences, the study manipulated two types of color gradients (dark colors fading upward from the bottom versus downward from the top) and measured the perceptions of product stability. In the same hue, an upward gradient gives a stronger perception of stability. In addition, gradient colors significantly influence women's perception of stability more than men's. The study also investigated the mediating effect of weight perception: participants evaluated color fading-upward products with less weight relative to fading-downward colors. Furthermore, dark colors fading upward from the bottom lead to a stronger perception of weight, increasing the stability perception of the object. Finally, to aid future research, we discuss the practical implications of the current findings for areas such as sensory marketing, as well as possible directions for future research.