From notice to decision: How does packaging color shape consumers' perception and purchase intention toward over-the-counter drugs

In the increasingly competitive over-the-counter (OTC) pharmaceutical market, packaging color has evolved from a visual embellishment to a crucial factor influencing consumer perception and purchasing behavior. While prior studies have addressed the attention-guiding function of packaging colors, systematic exploration of how colors affect purchase intentions through perceptual mechanisms in pharmaceutical contexts remains insufficient. To fill this gap, this study investigates the effects of four representative hues (red, yellow, green, and blue) in cold medicine packaging through two experiments. Experiment 1 employs eye-tracking technology to examine the impact of color on visual salience. Experiment 2 uses one-way ANOVA and structural equation modeling (SEM) to analyze how color influences purchase intention via mediators such as trust, perceived safety, expected efficacy, and color preference. The findings reveal that visual salience does not necessarily translate into purchase motivation. Although red and yellow attract initial attention, green outperforms in sustained gaze, trust-building, and purchase intent. The structural model confirms the mediating roles of trust, safety, expected efficacy, and color preference in the “color–perception–purchase” pathway. Furthermore, the study suggests that consumer color preferences for pharmaceutical packaging are driven not only by sensory responses but also by cultural associations and risk perceptions. By developing an integrative model encompassing attention, cognition, and behavior, this research reveals the multifaceted role of packaging color in consumer decision-making and offers theoretical insights and strategic guidance for sensory design in the pharmaceutical industry.