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On the multiple effects of packaging colour on consumer behaviour and product experience in the ‘food and beverage’ and ‘home and personal care’ categories

Spence, Charles; Velasco, Carlos
Journal article, Peer reviewed
Accepted version
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URI
http://hdl.handle.net/11250/2491915
Date
2018
Metadata
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  • Publikasjoner fra CRIStin - BI [641]
  • Scientific articles [1362]
Original version
Food Quality and Preference, 2018, 68(September), 226-237   https://doi.org/10.1016/j.foodqual.2018.03.008
Abstract
Colour is perhaps the single most important element as far as the design of multisensory product packaging is concerned. It plays a key role in capturing the attention of the shopper in-store. A distinctive colour, or colour scheme, can also act as a valuable brand attribute (think here only of the signature colour schemes of Cadbury’s Dairy Milk chocolate). In many categories, though, colour is used to convey information to the consumer about a product’s sensory properties (e.g., taste or flavour, say), or else to prime other more abstract brand attributes (such as, for example, premium, natural, or healthy). However, packaging colour can also affect the customer’s product experience as well: Indeed, a growing body of empirical research now shows that packaging colour affects everything from the expected and perceived taste and flavour of food and beverage products through to the fragrance of home and personal care items. Packaging colour, then, plays a dominant role at several stages of the consumer’s product experience.
Description
The accepted and peer reviewed manuscript to the article
Publisher
Elsevier
Journal
Food Quality and Preference

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