DARK COLORS MAKE PRODUCTS SEEM MORE EFFECTIVE

Summary from the TLDR Marketing newsletter

Darker packaging makes products seem stronger and more effective, leading to higher purchase interest. In experiments, 65% preferred a darker anti-hair loss shampoo, judging it 12.3% better, and were 6.9% more likely to buy other personal care items with dark packaging. However, dark colors also raise concerns about side effects, which can reduce purchase intent, especially for sensitive products. Lighter packaging is better when safety is a key concern, such as for children's medicines or skincare for sensitive users.