Color Overload: Exploring the Effects of Design Complexity on Sustainable Consumption

The proposed research will be conducted in three stages. The first stage comprises of two experiments Study1 and Study2. Study1, will focus on color numerosity (low-medium-high), with a between subject three cell design experiment (n=200), to assess its effect on the dependent variables (purchase intention, perceived sustainability of both the product and the packaging, perceived healthiness, perceived tastiness). Study2, will evaluate the impact of design complexity (low-medium-high) on the dependent variables in a between subject three cell design (n=200). The second stage, Study3, will involve a 3x3 between subject design experiment incorporating both color numerosity and design complexity (n=500). Lastly, in the final stage (Study4) eye-tracking metrics will be incorporated in the design (n=225) to understand how consumers process these visual elements in real time, in addition to the behavioral variables explored in studies 1-3, Study4 will incorporate metrics such as fixation duration, time to first fixation, visualization patterns and pupillary responses.