Abstract This study used three progressive experiments to isolate two dimensions of bottled water packaging: cap color and bottle shape. The objective of the first experiment was to test how the color of the bottle cap can change consumer preference. We evaluated four cylindrical bottles with different color caps (red, black, blue, and white). Results show that using a blue cap generates substantial positive changes in preference. The goal of the second experiment was to isolate the effect of bottle shape. Of the three bottle forms (cylindrical, squared, and anthropomorphic), the anthropomorphic was preferred. Results show that using a blue cap or an anthropomorphic shape improves preference and quality perceptions. A third experiment compared four price gaps (same price, 5%, 10%, and 20%) for the best versus worst shape and/color combination. In general, increasing the price of the bottle with the best color and shape decreases the choice preference. However, a 20% price increase improves the quality perception and inverts this trend. These results give product designers and marketing managers insights on how use color and shape to gain consumer preference.