When germs meet colors: the influence of germ color on perceived threat

Abstract

Purpose This research explores how germ color influences perceived threat, specifically examining how warm colors (e.g. red, orange) versus cool colors (e.g. blue, green) impact threat perceptions. Understanding these visual influences is crucial for effective communication in public health messaging and pathogen visualization. Design/methodology/approach Through five experimental studies, this research quantitatively investigates how germ color (warm vs. cool) influences perceived threat (Study 1a-1b), the mediating effect of expected activity (Study 2a-2b) and the moderating role of sterilization methods (thermal vs. non-thermal; Study 3). Findings Study 1 demonstrates that germs depicted in warm colors are consistently perceived as more threatening than those in cool colors. Study 2 reveals that this heightened threat perception is mediated by expectations of greater germ activity associated with warm colors. Study 3 indicates that sterilization context moderates these perceptions, showing that warm-colored germs are perceived as more threatening under thermal sterilization methods compared to non-thermal methods. Originality/value This research contributes to the literature on visual communication and threat perception by highlighting the importance of germ color and contextual congruence. The study provides practical implications for designing effective visual health communications and public awareness campaigns about pathogens.