How Product-Background Color Combination in Brand Post Affects Product Evaluation on Instagram

Abstract

The influence of visual content and heuristic cues, such as color composition on Instagram, on product evaluation remains unclear. This study aimed to investigate the influence of product-background color combinations (similar vs. contrastive) on product evaluation. Two empirical analyses were conducted, and the findings revealed that when the color is similar between product and background, it can significantly influence product evaluation in both brand layout and post situations on Instagram. The product type (functional vs. sensory-social) was found to moderate the relationship between product-background color and product evaluation. This study contributes to the existing literature on color theory and visual marketing research, providing valuable practical implications and novel insights for leveraging color cues when presenting products on brand Instagram accounts.

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Notes on contributors

Pin Luarn

Pin Luarn is a Professor of Department of Business Administration, National Taiwan University of Science and Technology, Taiwan. He has published articles in Online Information Review, Internet Research, Computers in Human Behavior, Information Development. E-mail: [email protected]

Chiao-Chieh Chen

Chiao-Chieh Chen is a Ph.D. student, Department of Business Administration, National Taiwan University of Science and Technology, Taiwan. Her research focuses on IOT, digital transformation, ecommerce and social media.

Yu-Ping Chiu

Yu-Ping Chiu is an Associate Professor of Department of Graphic Arts and Communication at the National Taiwan Normal University, Taiwan. He received his Ph.D in Marketing in 2014. His research interests include online word-of-mouth, electronic commerce, and computer-mediated communication. He has published articles in Online Information Review, Internet Research, Computers in Human Behavior, Information Development, International Journal of Electronic Commerce, Electronic Commerce Research and Applications.