["Journal of Consumer Behaviour, EarlyView. ", "\nABSTRACT\nIn product design, color serves as a critical visual cue through which firms communicate with consumers. This research examines how color lightness influences perceived product environmental friendliness. Across four experiments, we find that lighter (vs. darker) colors lead consumers to perceive products as more environmentally friendly. This enhanced perception, in turn, increases consumers' green trust in the manufacturer and their purchase intention. However, these effects are attenuated for durable (vs. consumable) products. These findings offer important insights for product designers and marketers seeking to implement effective green marketing strategies.\n"]