Colour contrast in packaging and consumer product perception

Visual stimuli such as packaging and colour play an important role in shaping consumers’ perceptions regarding food products. A quantitative approach was used to explain the link between colour combinations (complementary vs. analogous colours) and consumers’ perceptions on calories, healthiness and purchase intention. A questionnaire was conducted with 344 valid respondents who were asked to rate their perceptions regarding two different packages for cookies: one, blue and orange, and another, blue and green. The results demonstrated that the blue and orange packaging (complementary colour set) was perceived to be less healthy and more caloric. However, participants revealed a higher intention to purchase this package. Finally, managerial implications, limitations and future research directions are discussed.