Colour contrast in packaging and consumer product perception

Luisa M. Martinez, Margarida Silva, Luis F. Martinez, Ana M. Abreu

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

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.
Original languageEnglish
Title of host publicationProceedings of the International Colour Association (AIC) Conference 2018
Pages353-360
ISBN (Electronic)2617-2429
Publication statusPublished - Sep 2018
Event Proceedings of the International Colour Association (AIC) Conference 2018: Colour & Human Comfort - Lisbon, Portugal
Duration: 25 Sep 201829 Sep 2018
https://aic-color.org/page-18077

Conference

Conference Proceedings of the International Colour Association (AIC) Conference 2018
CountryPortugal
CityLisbon
Period25/09/1829/09/18
Internet address

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  • Cite this

    Martinez, L. M., Silva, M., Martinez, L. F., & Abreu, A. M. (2018). Colour contrast in packaging and consumer product perception. In Proceedings of the International Colour Association (AIC) Conference 2018 (pp. 353-360)