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Relation of Capsule Color and Perceived Potency

Perceptual properties of medications can elicit specific expectancies and may have implications for patients' compliance. To explore the relationship between capsules' color and perceived potency, 20 participants rank-ordered seven capsules of saturated hue. 10 men showed more agreement than 10 women in ranking strength; red and black capsules were ranked as ‘strongest’ and white as ‘weakest.’