نقش رنگ بسته بندی در ترغیب خرید مصرف کننده

نوع مقاله: تألیفی

نویسندگان

1 دانشیار گروه علوم و صنایع غذایی، دانشگاه علوم کشاورزی و منابع طبیعی ساری - ساختمان مهندسی زراعی - گروه علوم و صنایع غذایی

2 دانشجوی کارشناسی ارشد گروه علوم و صنایع غذایی، دانشگاه علوم کشاورزی و منابع طبیعی ساری

چکیده

بسته­ بندی محسوس ­ترین راه ارتباطی محصول یا نشان تجاری برای مصرف­ کننده است. هنگام تعیین و انتخاب رنگ برای محصول جدید، متخصصان بسته ­بندی باید مصرف­کننده را در نظر داشته باشند. اولین گام، تعیین پیغامی است که توسط مصرف­ کننده دریافت می­ شود. براساس پیام، یک طرح رنگی که نشان­ دهنده این پیام است، انتخاب می­ شود. واقعیت این است که رنگ بسیار سریع­ تر از متن یا گرافیک­ های پیچیده به­خاطر سپرده می­ شود. به همین دلیل، تحقیقات اساسی بر روی محصولات مشابه لازم است. در نهایت متخصصان بایستی توجّه مصرف­ کننده را به محصول جلب کنند. توجّه به این مراحل اساسی و پایه، نقش مهمی در موفقیت بسته­ بندی خواهد داشت. هدف این مقاله، بررسی تأثیر رنگ در بسته ­بندی به منظور جلب توجّه مصرف­ کنندگان و بررسی عوامل تأثیر­گذاری مانند جنسیت، سن، سطح درآمد و غیره  بر روی رنگ انتخابی و ترجیحی مصرف­ کننده است، تا منجر به ارایه راهکارهایی برای پژوهش­ های بعدی در این راستا گردد. همچنین مطالب ارائه شده در این مقاله برای تصمیم­ گیری بهتر بازاریابان در مورد بسته ­بندی محصولات مختلف و تبلیغات کمک خواهد کرد و منجر به بهبود و توسعه نشان تجاری در بین رقبا خواهد شد.

کلیدواژه‌ها


عنوان مقاله [English]

The Role of Packaging Color in Influencing Consumer Purchases

نویسندگان [English]

  • Jafar mohammadzadeh Milani 1
  • Peyman Mozzafari 2
1 (PhD) Food science. Associate Professor. Sari Agricultural Sciences and Natural Resources University. Mazandarn Province. Faculty of Agricultural Engineering , Department of Food Science
2 (M.S) Food science. Sari Agricultural Sciences and Natural Resources University. Kurdistan Province. Kamyaran. shariati street. Safary
چکیده [English]

Packaging is the most important way of communicating a product or brand with the consumer. When designing and choosing a color for a new product, packaging specialists must consider the consumer. The first step is the adoption and determination of a message received by the consumer. Based on the message, a color scheme that represents this message is selected. The fact is that color is remembered much faster than text or complex graphics. For this reason, basic research is needed on similar products. Ultimately, professionals should attract consumers’ attention to the product. Considering these basic steps will play an important role in packaging success. The purpose of this paper is to investigate the effect of color in packaging in order to attract consumers' attention and to study the influence factors such as gender, age, income level, etc. on selective and preferential colors of the consumer, leading to the provision of solutions for further research will be done in this direction. Also, the content provided in this article will help marketers better decide on the packaging of different products and advertising, and will lead to improved brand development among competitors.

کلیدواژه‌ها [English]

  • Color
  • Packaging
  • Consumer
  • attention
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