First Advisor

Maureen O'Connor

Date of Award


Document Type



Business Administration


Color in advertising, Consumers -- Attitudes -- Case studies, Consumer behavior, Consumers' preferences, Snack foods -- Packaging




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.


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An undergraduate honors thesis submitted in partial fulfillment of the requirements for the degree of Bachelor of Science in University Honors and Business Administration

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