The Role of Packaging Color in Influencing Consumer Purchases

Document Type : Compilation

Authors

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

Abstract

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.

Keywords

References

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Packaging Science and Art
Volume 9, Issue 33 - Serial Number 33
September 2020
Pages 72-81

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History

  • Receive Date: 22 November 2017
  • Revise Date: 21 December 2017
  • Accept Date: 22 May 2018
  • Publish Date: 22 May 2018

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