Citation :

Rahini Bansal, "Color Saturation and Luxury Perception: An Empirical Study of Consumer Evaluation," International Journal of Humanities and Social Science, vol. 13, no. 3, pp. 1-10, 2026. Crossref, https://doi.org/10.14445/23942703/IJHSS-V13I3P101

Abstract

Color operates as a rapid, pre-cognitive signal in brand evaluation, yet the role of color saturation remains insufficiently examined within research on luxury perception. This study positions color saturation as a central visual cue and investigates how varying saturation levels influence consumer perceptions of luxury, purchase appeal, and sustainability in a luxury branding context. Using a quantitative, exploratory research design, data were collected through a structured online survey administered over a two-month period. The sample consisted of 100 respondents with diverse demographic backgrounds and varying degrees of familiarity with luxury perfumes. Participants evaluated three perfume stimuli representing low, medium, and high color saturation. One-way ANOVA and post-hoc comparisons were employed to identify statistically significant perceptual differences across saturation conditions. The findings indicate that high color saturation significantly enhances perceived luxury and purchase appeal, with the highly saturated perfume rated more luxurious and desirable than both low and medium saturation alternatives. No significant differences were observed between low and medium saturation levels, suggesting that moderate saturation does not function as a distinct or intermediary luxury signal. Sustainability perception did not differ significantly across saturation conditions, although slightly higher sustainability associations emerged for less saturated stimuli. These results contribute to consumer psychology and luxury branding literature by empirically isolating saturation as a diagnostic design cue. The study challenges prevailing assumptions that muted palettes universally signal luxury, highlighting the context-dependent power of vivid color intensity. Practically, the findings offer actionable insights for luxury brand managers, particularly within digital-first environments, by demonstrating how saturation choices can strategically shape perceptions of premium value and consumer desirability.

Keywords

Branding, Color Saturation, Luxury, Purchase Appeal, Sustainability.

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