Effects of different combinations of text lightness and background colour on the visual comfort, recognition and preference for packaging labels

Abstract

Theoretically, the greater the contrast between the colour lightness of the foreground and background, the more helpful it is to recognition, but is the same true for visual comfort and preference on package labels? To more deeply investigate the current status of design, a survey was conducted on the text lightness and background colour of existing five types of packaging. Then performing an experiment that used two independent variables and their levels: background colours (n=18) and foreground text lightness (n=4) to measure dependent variables: Comfort, Recognition and Preference. The data is analysed using repeated measures and correlation coefficients. The results of the study found that Comfort, Recognition, and Preference are all affected by the three colour elements of colousr difference, lightness difference and sum of lightness. In terms of Recognition, the larger the lightness difference, the better. The foreground lightness is L*=91 (white)> L*= 84> L* =74> L*=65. For both Comfort and Preference, medium lightness difference is perceived as better; the text lightness order is L*=84> L*=91(white)> L*=74> L*=65. When the lightness difference between the background and foreground is too large or too close, it will decrease the degree of visual comfort, and it is also less preferred. These results are consistent with past research. Both Comfort and Preference are highly correlated with Recognition. Grey and black backgrounds with text of different lightness levels have no significant difference for Comfort or Preference. In terms of Recognition, L*=91 (white) text on black background is better than on grey background. There is no significant difference between older and younger groups in regard to Comfort, Recognition or Preference.