The "Credibility" of Color in Cosmetics: How Cultural Consensus on Mainstream Colors Drives Consumer Purchases

Nowadays, in the cosmetics market, packaging color becomes the first and the most important thing that consumer would consider. Sometimes, it's even the only cue that people would consider, especially in online shopping. This study talks about the concept of color credibility to see how certain colors are perceived to be trustworthy and effective in cosmetics through cultural understanding. Based on these mainstream cosmetic colors, the research focuses on how familiar colors affect what consumers expect and whether they want to buy a product. The first step is to collect information from social media reports and some market trend reports. This study will explore relationships between color and the function of different products. The findings suggest that products using culturally expected colors will make people feel more reliable, while a huge difference from these norms could cause hesitation or be perceived as risky. This study will discuss how packaging color causes the trust formation in cosmetic industry.