Abstract
This study aims to understand the effect of different color scheme in perceptions and food product preference, product trial, and purchase intention. Using quantitative approach, the questionnaires data were cross tested by chi square and one-way ANOVA. The study found there were no significant differences between the price perception, the perceived quality, product preferences, product trial and intense to buy in the different color schemes, except white dominant color in perceived quality aspect. Respondents assessed the use of monochrome color schemes tended to have higher price perceptions and higher quality than white, yellow, analog, and complementary color schemes. It is expected to be a reference to provide an understanding of packaging design strategy especially food products by using color scheme. Keywords: Color scheme, packaging, product preference, perception, SME.
Highlights
Consumers’ attitudes and preferences toward the brand can be influenced by using the visual design element such as its packaging (Husić-Mehmedović, Omeragić, Batagelj, & Kolar, 2017; Velasco, Pathak, Woods, Corredor, & Elliot, 2020)
The formulations of this research problem were as follows: firstly, how are colors and color schemes perceived by adolescent consumers? Secondly, what is the relation between color perceptions and product preferences on adolescent consumers with A-C Social Economic Status (SES)? this study aims to explore colors and color schemes perceived by adolescent consumers; as well as to identify the correlation between color perceptions and product preferences on adolescent consumers with social economic status (SES)
This study is conducted to explore the color scheme perceived by adolescent consumers in term of price and quality, the relevance to the interest of the product, the desire to try and purchase the product
Summary
Consumers’ attitudes and preferences toward the brand can be influenced by using the visual design element such as its packaging (Husić-Mehmedović, Omeragić, Batagelj, & Kolar, 2017; Velasco, Pathak, Woods, Corredor, & Elliot, 2020). Positive effect can be achieved by manipulating one or more packaging variables, including packaging color. Color can affect a person in buying goods. The response to color is a blend of culture and personal experience accumulated throughout his life (Triedman, 2015). Often the purchase action is carried out without involving one's awareness, but instead with the packaging branding and the placement on a consistent shelf (Graves, 2015). In deepening the color, it is important to understand the responses of a person and the population group psychologically and socially
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