Packaging Color Research Articles

The influence of packaging color on taste expectations and perceptions

AbstractThe color of food packaging has an important influence on consumers' purchasing decisions. This study takes popcorn packaging as an example to explore the impact of packaging color on consumers' taste perception and preference evaluation. Sixty participants were invited to participate in the experiment. Four experimental package design colors (red, blue, yellow, and white) and three popcorn tastes (sweet, salty, and tasteless) were used to evaluate whether the pretasting and posttasting evaluations were affected by package color and product taste. The results of this study indicated that (1) there is a contrast between expected psychological and actual perceptions and that (2) yellow and red packaging are suitable for a sweet product, blue is suitable for a salty product, and white is suitable for a tasteless product. The research results can help designers and manufacturers understand the effects of packaging color and achieve the design conditions required by consumers.

The influence of packaging colour on consumer expectations of coffee using free word association

Coffee packaging colour is a factor used to attract consumer attention and generate sensory and hedonic expectations. This study aimed to understand the effect of colour packaging on consumer expectations. A cross‐sectional study with 432 volunteers was carried out using coffee packaging with black, red, green and yellow colours. Each coffee packaging was compared with another similar coffee packaging having the opposite colour in the chromatic circle (white, light blue, pink and dark blue colours). Results from volunteers using free word association show that important attributes related to coffee could be induced in the volunteers using food packaging with black, red and green colours. Furthermore, the white colour can also be used in coffee packaging; however, this colour was not correlated with warm products as expected in coffee. Finally, coffee packaging having pink, light and dark blue, as well as yellow colours was rejected by the volunteers, suggesting that those colours should be avoided in packaged coffee.

Dutch consumers’ perception of sustainable packaging for milk products, a qualitative and quantitative study

Visual packaging cues might assist consumers making sustainable choices. In a qualitative study potential packaging cues were explored (study 1). Those cues mostly related to sustainability were tested in a quantitative follow up study (study 2).Study 1: Consumers (n = 30, 39.4 ± 17.1 yrs.) were divided in four focus group discussions in which participants completed a free association task and sorting task with 10 milk package designs which differed in colour, material and shape. Next, participants followed a semi structured focus group discussion in which they could elaborate on their answers. Results revealed 7 major themes: 1) nature of material, 2) expected visible harm to environment, 3) possibility to reuse and recycle packaging, 4) unnecessary packaging, 5) appearance of packaging (colour & feel), 6) incongruency of packaging with content, and 7) consumer and industry responsibility. Colour and material generated the most discussion around sustainability and were subsequently investigated in study 2.Study 2: Consumers (n = 104, 26 ± 9.1 yrs.) were invited to an online survey during which they were presented with 4 pack designs which were manipulated in colour (i.e., white, vs cardboard brown) and materials (i.e., smooth vs rough). Cardboard brown and rough pack designs were perceived as significantly more sustainable than white pack designs (F(1,103) = 42.72, p < 0.001) and smooth pack designs (F(1,103) = 97.68, p < 0.001). No interaction was observed between material and colour in the impact of perceived sustainability.Consumers’ perception of sustainability is mostly driven by their belief whether a packaging is recyclable and/or reusable. Visible carboard texture in combination with a carboard look increases consumers’ perception of sustainability.

Revisiting the paradox of whether retail buyers behave more like consumers or industrial purchasers: the case of price discounts

A long-lasting debate in marketing literature is whether retail buyers who purchase consumer products behave like consumers or like industrial purchasing managers. We address this question empirically, by focusing on retail buyers’ behavioral responses to price discounts. Cooperating with a national wholesaler of drugstore products, we conduct a field experiment on the wholesaler’s product ordering platform. We expose the retail buyers (n = 780) to a new product offer that either includes a price discount or not. Simultaneously, we vary peripheral cues included in the offer (package color and organic claim). The results support the “industrial buyer resemblance” argument: The price discount decreases the retail buyers’ purchase likelihood, and there is no significant interaction effect between the price discount and the peripheral cues. An additional qualitative study reveals that retail buyers speculate on the motivations behind the price discount, which elicits suspicions about the product’s quality and resale potential.

Aplikasi metode quality function deployment (QFD) dalam perancangan produk tempoyak

Tempoyak is a food that made from fermented durian flesh with the addition of salt. In product development, one of the ways to get products that are in accordance with consumer desires is the Quality Function Deployment (QFD) method. QFDis a design method that can be used to meet customer requirements and evaluate product performance. The research objectives areknowing attributes of consumer requirements for tempoyak products, knowing the technical parameters in the manufacture of tempoyak products, and knowing the priority of consumer requirements, the level of importance and technical parameters in designing tempoyak products. The results showed that there were 17 attributes that consumers wanted, namely sweet-sour taste, yellowish white color, tempoyak aroma, price Rp. 50,000 per kilogram, there is a label on the packaging, the primary color of the transparent packaging, the small package size is 250gram, the jar packaging, the inclusion of the composition, useful for maintaining the digestive system, the inclusion of the expiration date, the inclusion of the halal logo, the inclusion of BPOM, the inclusion of the production date, the inclusion of instructions for storage , inclusion of serving suggestions, and cleanliness of the tempoyak production process. The results also show that there are 8 technical parameters, namely the preparation of raw materials, separation of durian flesh from seeds, mixing of durian meat with salt, fermentation, packaging, labeling, BPOM registration, and MUI halal registration. Attributes of consumer requirements that are of high priority are the inclusion of an expiration date, cleanliness of the tempoyak production process, the inclusion of a halal logo, a label on the packaging, and the inclusion of BPOM. Technical parameters that are of high priority in tempoyak development are labeling, preparation of raw materials, packaging, fermentation, and mixing of durian meat with salt.

캡슐 커피 패키지 색깔이 커피 맛의 예측과 평가에 미치는 영향

초록 · 키워드 목차 오류제보하기 Objective: This study was performed to examine the function of the coffee capsule colors by extending a previous study. It"s already known that the packaging color of food products affects consumers" flavor expectations and evaluations.Background: Integration of cues from multiple human senses is required to percept the food flavor. The color of the capsule coffee package is a significant factor having an effect on the consumers" flavor expectation and purchase. The coffee capsule package design color has not been studied enough.Method: The flavor attributes such as aroma, sweetness, acidity, intensity, and overall flavor of six capsule coffees were expected in the pre-test and evaluated in the post-test. The participants assessed the coffee flavor on the VAS (Visual Analogue Scale) numbered between 0 and 10.Results: The participants expected a tasty flavor when the package hue was brownish similar to the roasted coffee bean color. The lower brightness of the capsule color let the participants expect the sweetness and strength of coffee flavor are lower and higher respectively. In other words, the brighter-colored package design makes the coffee flavor sweeter and weaker.Conclusion: Consumers might inspect the package design before purchasing and picking a preferred coffee. The color of the capsule only differentiates the capsule coffee appearance. The packaging color affects the consumers" expectations and evaluations for the coffee flavor. The coffee makers could conduct a simple focus group test when selecting a proper coffee capsule color offering suitable information about the coffee flavor to the customers.Application: The coffee makers can apply the results of the study to select wellmatching packaging colors for the capsule coffees. #Capsule coffee #Sensory test #Coffee flavor #Package design 1. Introduction2. Method3. Results4. ConclusionReferences

Analysis of Consumer Satisfaction Levels on the Value of Sagoku Products From Sago Meambo Food, Mata output, Kendari District.

This study aims to study the process of sago processing at the Meambo Food Sago Business in the Mata Village, Kendari District, Kendari City, to determine the product development process using the Quality Function Deployment (QFD) method on sago processing at the Meambo Food Sago Business in the Mata Village, Kendari District, Kendari City. ". Data was collected using questionnaire, interview, documentation and observation methods. The results showed that the process of processing sago products from sago Meambo food The processing of Sagoku Meambo Food products begins with the post-harvest stage of sago fruit carried out by sago farmers who have collaborated with Meambo Food Sago Enterprises, then the next stage is the processing of sago into flour carried out by labor. The sago processing process is by washing sago, soaking sago, roasting sago using an oven, sifting sago using a sieve to produce sago flour, then using sago flour to make sago products. The needs of consumers in a row include: having a halal label (8.93%), including an expiration date (8.87%), including information on the type of taste (8.18%), sweetness (7.93%), new topping/stuffing variants (7.75%) ), more toppings/filling (7.75%), easy to get chocolate products (7.39%), no bitter taste (7.33%), unchanged taste (7.28%), soft texture (7.28%) , Has information on nutritional value in one package (7.28%) and packaging color according to product (6.57%).

Perceptions of Game cigarillo packaging among young adult tobacco users: The effect of package color and the “natural leaf” descriptor

IntroductionTobacco packaging elements have been shown to influence product perceptions and use intentions. Garcia y Vega’s Game cigarillos are distinct from other brands in their use of “natural leaf” on packaging. The term “natural” has been linked to misperceptions about lower risk in the context of cigarettes. This study examines the impact of the “natural leaf” descriptor and pack color on young adults’ cigarillo perceptions and intentions. MethodsIn April-June 2020, we conducted an online experiment with 1,063 young adults (ages 18–34) that were past year users of cigars, vaping products, or marijuana. Subjects were randomly assigned to view one of eight images of Game cigarillo packs that varied in color and presence of the “natural leaf” descriptor. ResultsPurple packaging increased perceptions that the product tasted good, smelled nice, was flavored, and that a typical user was young. “Natural leaf” increased beliefs that the product contained high quality tobacco and that a typical user was trendy. When on grey packs, it increased favorable perceptions compared to when on brightly colored packs, including perceptions that the product tasted good, was fresh, that a typical user was trendy, and that the product was flavored. ConclusionsThis study is the first to present quantitative evidence on the impact of the “natural leaf” descriptor on cigarillo perceptions and intentions, extending work that has been done in the context of cigarettes. Utilizing highly realistic stimuli, findings demonstrate that both the term “natural leaf” and packaging color can increase favorable perceptions of cigarillos.

The Influence of Color on the Perception of Taste of People with Autism Spectrum Disorders

The object of the study is people with autism spectrum disorders, the subject is the expectations of taste when they perceive a certain color. The aim is to experimentally test the hypothesis that due to the specifics of sensory processing and the lack of multisensory integration, their crossmodal taste–color correspondences differ from the associations of neurotypical people not only in the structure and occurrence of individual associations, but also in the richness, cognitive significance and semantics of choice. The experiment involved 20 respondents with autism spectrum disorders (7 men and 13 women) aged 18 to 20 years. Their responses were compared with the results of a control group (N=20) with the same socio-demographic characteristics. Experimental stimuli in the form of a bar package had five different colors (green, yellow, red, pink and blue) and were shown to participants on a computer screen. The experiment showed that when perceiving the color of the product packaging, people with autism spectrum disorders have significantly different expectations of taste compared to neurotypical participants. In the most cases their associations of color with taste are not conventional and logical (this type of associations dominate in the control group), but creative – expressive and hidden. The associations revealed in the experimental group often have an emotional nature, are less dependent on the context and have a more free character. The results obtained can be used in clinical practice, in the education system and in the activities of social institutions.

Consumer Preference for Yogurt Packaging Design Using Conjoint Analysis

With the growing consumption market of yogurt products, the continuous innovation of packaging design has become the major means of enterprise marketing for fast-moving consumer goods. Because different combinations of packaging design elements affect the consumers in different ways, the contradiction between the product packaging design and consumer demand has impacted the further development of these products’ marketing. To explore the relationship between the constituent elements of yogurt packaging design and consumer preferences, four kinds of factors to the purchased products’ attributes were selected from the packaging design, including the graphics, packaging colors, packaging shapes and label texts. The consumers’ preferences for different attributes of yogurt packaging design were quantitatively evaluated by the Conjoint Analysis Method (CAM). Consumers showed the strongest preference for yogurt packaging shapes (39.017%), and were the most satisfied with the concrete graphics of cool colors (31.330%); the level combination of attributes most preferred by consumers is that of concrete graphics, cool colors, gable-top boxes and simple labels. The packaging design satisfying consumer preferences gave rise to positive purchase attitudes. Such research results facilitated the understanding of the consumption market and provided the theoretical support necessary for the development of yogurt packaging design to match the consumers’ preferences.

Analysis of Consumer Preferences in Selecting Processed Fish Products (Case Study in Bendungan Hilir Market, Central Jakarta, Indonesia)

At the moment, there has been minimal research on consumer preferences for purchasing processed fish products, with this study aiming to discover how consumer behavior affects the purchasing decision towards processed fish products. The purpose of this study is to examine processed fish products that are popular among Jakarta Indonesia consumers, as well as the factors that influence their purchasing decisions at Bendungan Hilir Market in Central Jakarta. the study used the method of descriptive analysis by observing Packaging color, type of packaging, product color, taste, and price. Validity and reliability tests were performed on the questionnaire. The characteristics of respondents and consumer behavior were analyzed descriptively, while the preferences of processed fish products, such as fish balls, jambal salted fish, shredded fish, fish nuggets, fish cake, and attributes in processed fish products that consumers will consider when purchasing processed fish products, were analyzed using Chi-Square. According to the findings, the processed fish product that became the consumer's favorite at the Bendungan Hilir Market was fish cake. Many of the factors that influenced the purchasing decision included the color of the white packaging, the color of the natural product, and the type of plastic packaging, but the most important factor in selecting products for fish balls, jambal salted fish, shredded fish, fish nuggets, and fish cake was the original taste. Fish balls and fish cake are priced between Rp. 15,000 and Rp. 20,000, while jambal salted fish, shredded fish, and fish nuggets are priced above Rp. 20,000.

Unsupervised Bayesian method for colour matching of product packaging

There are some problems in the traditional colour matching methods of product packaging, such as high accuracy of colour matching and long consumption time. This paper proposes a colour matching method of product packaging based on unsupervised Bayes. First, the distance threshold between different colours of product packaging was obtained. Second, the colour features were extracted by sparse representation method, and the colour features were preprocessed by fuzzy c-means clustering. Third, the colour of product outer packaging is sorted according to the proportion to realise the quantification of product outer packaging colour. Then, the colour matching parameters of product packaging are determined by Dirichlet distribution in unsupervised Bayesian. Finally, the optimal colour matching scheme is determined by introducing multiple beta functions. The importance weight of matching scheme is modified by approximate posterior probability to complete the matching. The results show that the minimum error of the proposed method is about 0.5%.

A study on colour harmony and consumer perception of shampoo packages displayed on screen

This study aims to establish a relationship of package colour with colour harmony and consumers' perception of product quality. Specifically, it focuses on the package design of hair shampoo bottle generating observer's positive emotions and expectations. Forty shampoo bottle package stimuli with 10 different colours and 4 different images of packages were presented to 70 participants and their psychological responses for colour harmony, quality, liking and effectiveness were recorded using semantic differential method. Two major findings were identified, the first one being, colour harmony of shampoo bottle packages and liking are highly correlated with each other (R = 0.94 and p = 0.05) and with quality (R = 0.86 and p = 0.05 and R = 0.89 and p = 0.05) respectively. In the second finding, the differences in colour attributes like Chroma, Lightness, and Hue of package colours also affected the observer's responses towards the four semantic scales.

Quality Improvement of Honey Product Using Quality Function Deployment (QFD) Method

This study aims to determine the priority of honey product attributes and determine the proposed improvement of honey products. The research was conducted in a company engaged in honey bee cultivation. 4-phase QFD is used in this study. Phase 1 is for product quality improvement planning, phase 2 is for product improvement design, phase 3 is for improvement process planning, and phase 4 is for process control improvements. The results showed that the attributes that needed to be improved were price, packaging color, product color, and ease of opening the product. The ease of opening the product did not affect the increase in sales of Super Honey so that the improvement of these attributes was not prioritized. The priority of the technical response in the planning and design of product improvement was the improvement of packaging color and product color improvement. The priority of the technical response in planning and controlling the improvement process was the procurement of 600 ml volume bottles with a new type of cap. This priority considered that the technical response was related to improving the packaging color and improving the performance of the price attribute. The procurement of the 600 ml bottle with the new type of cap also involved parties outside the company, thus requiring a longer production time.

Influence of different cues on the color-flavor incongruency effect during packaging searching

Consumers tend to match the color of food packaging with its flavor. Previous studies have demonstrated the effect of color guidance based on expectation on visual search. Other studies suggested that cues from different sensory patterns can also influence visual search. Here we explore how cues presented through different senses affect top-down search based on color expectations in a visual search task. This study investigated the difference of the color-flavor incongruency effect in the visual search task under four different types of flavor cues were presented (visual cue, auditory cue, visual-auditory cue, and self-directed speech cue). The behavioral results revealed that the search accuracy and response time for the color-flavor incongruent target were significantly lower and slower than those for the color-flavor congruent target in all four conditions. In addition, the response time under self-directed speech condition and auditory-cue condition were significantly shorter than under visual and auditory presented cue simultaneously. These results showed that cues appeared through a single channel as well as across channels influence product search based on expectations, and shed some light on how consumers can search for products more efficiently in shopping malls.

THE EFFECT OF VISUAL AND FUNCTIONAL CRITERIA OF PACKAGING: CONSUMER EXPECTATIONS OF ELEMENTS FOR DAIRY PRODUCT PACKAGING

Manuscript type: Research paper Research Aims: This study seeks to investigate the effect of visual and functional criteria on packaging and consumer expectations towards the packaging elements of dairy products for children. Design/methodology/approach: For this purpose a sample containing 334 children between 7- 12 years were used. Sampling method was random sampling and measuring tool was questionnaire. In order to data analysis and hypothesis testing, structured equations test by means of "Lisrel software" was used and the research results show that recyclability of product, easy to carry, packaging (product) form and illustrations on packaging variables haven't positive and significant effect on consumer's expectations toward packaging elements of product. Research Findings: On the other hand packaging (background) color and font style variables have positive and significant effect on consumer's expectations toward packaging elements of product. Thus, according to the results visual criteria have more effective role on packaging than functional criteria.&nbsp;&nbsp; Theoretical Contribution/Originality: As the general rule of all affecting factors in stimulating Visual and Functional Criteria of Packaging of customers, this is a rare study which investigates and provides insights to clarify the exact role of the factors in the field. Practitioner/Policy Implication: Scrutinizing the motivators of Visual and Functional Criteria of Packaging and their interrelationships would help professionals as well as scholars to understand its determinants, which will lead to more insightful decisions. Further, this understanding may be useful in shaping marketing policies and strategies for Iranian and the other&nbsp; firms al around the world.&nbsp; Research limitation/Implications: Lack of cooperation of some respondents; As well as the limited results to the respondents' perceptions of the questionnaire questions.

Design and packaging: An important factor in consumer behavior when buying juices

The primary purpose of this research is to investigate the consumers’ implicit taste associations (sweetness. freshness, and naturalness) towards the color of product packaging in the context of the non-alcoholic beverage product category – orange juice. Moreover, the current research aims to assess how incongruity, as opposed to congruity, between the color package and product color-code/norm may shape a consumer's evaluation (liking/disliking) of a product. The findings indicate that green appears to be the color that would lead to the highest perception of freshness and naturalness. In contrast, grey is the color implicitly associated with artificial flavors and perceived to be stale. The results of this study do not provide evidence for the existence of color/taste correspondences in terms of perceived sweetness. Also, findings suggest that incongruent (atypical) color package – white, might lead to more favorable consumer attitudinal responses than the product’s color-code package – orange. The current research offers relevant insights for both researchers and practitioners.

Strategies for improving the quality of the ground coffee product: a case study at SMEs X Malang, Indonesia

SMEs X is one of the SMEs in Malang City that produces ground coffee. The increasing number of ground coffee producers in Malang City make SMEs X must be able to survive in the competition so that SMEs X needs to improve the quality of ground coffee products. The methods used are Quality Function Deployment (QFD) and Analytical Hierarchy Process (AHP). The results show that five essential attributes for consumers to improve the quality of ground coffee include unique packaging forms, packaging materials that can maintain quality, attractive packaging colours, convenience for consumers to reach sales locations, and convenience for consumers to get products. Strategies that can be used to improve the quality of ground coffee include redesigning the packaging, improving the ground coffee production process, selecting good quality coffee beans, resetting the selling price of the product, increasing marketing effectiveness, and applying for a permit from the national drug and food agency.

Dasa Manis Sugar Marketing Strategy In Increasing PTPN X Product Sales Volume

In this era, the business world has experienced very rapid development. Sugar is one of the strategic commodities for the Indonesian economy, because it is one of the nine basic ingredients commonly consumed by the people of Indonesia. The purpose of this study was to determine the marketing strategy and marketing strategy position of Sugar Dasa Manis products in increasing sales volume. This research uses descriptive qualitative method. The research location chosen by the researcher is located at Jl. Red Bridge No.3-11, Krembangan Sel., Kec. Krembangan, Surabaya City, East Java. The type of data taken in this study uses qualitative data, namely primary data and secondary data. Data collection techniques used are interviews, documentation, and observation. While the sampling technique used is the Non-Probability Sampling technique. The data that has been obtained is then analyzed using Smart PLS 3.2.7 Software. Based on the results of the study, it can be concluded that the quality of the products marketed must be maintained such as the color of sugar, attractive and dry packaging, always available when consumers need it, and determine the expected market segment.

From the color composition to the color psychology: Soft drink packaging in warm colors, and spirits packaging in dark colors

AbstractThis research analyzed the relevant practices in the color composition of packaging and its color psychology for soft drink and spirits products in the world‐renowned packaging design competitions. The packaging color characteristics of the two types of products were analyzed using a quantitative analysis‐based approach (using HSV color model), supplemented by qualitative analysis. The colors of 534 drink packages were analyzed quantitatively, and the three main components of soft drinks and spirits packaging were evaluated in terms of hue, saturation, and value. The color ranges and characteristics of soft drinks and spirits were summarized and compared. The results showed that the vast majority of both products used multi‐color packaging. Soft drink packaging is mostly colored with high value of red, orange, and yellow hue areas, while spirits packaging mostly uses low‐saturation colors. In addition, the average saturation (42.44%) and average value (78.18%) of the main color of soft drink packaging were higher than the average saturation (25.94%) and average value (57.55%) of spirits. Soft drink products are mostly packaged in white or warm colors to gain consumers' attention, while spirits are packaged in black to highlight the high quality and taste. This study shows that the color composition of soft drink and spirits packaging is clearly different. It also reflects that specific colors have a specific psychological meaning, thus causing people's psychological resonance and recognition, which has positive significance for further research on the influence of color psychology on product packaging.