Study of impact of package colors on consumer purchasing

Abstract

Color psychology plays an important role in designing a product packaging. It influences people’s behaviour and choices when choosing a product from the market shelf. The visual appeal is the first thing about the product that people notice while shopping, even before knowing the attributes of the product. To take advantage of this effect, less successful brands sometimes use the same colours as that of successful and established brands to appear visually similar and boost its sales. The choice of colours should be determined by the message that the brand want to put across for the product. It should also be in sync with the segment that the product targets. This is because of the perception that the colour created among people be seeing the packaging. Also, the attributes of product must also be in sync with the message conveyed to make the customers repeat buy the product. The number of colours chosen for the packaging also affects the perception. The more the number of colours used, the less serious the product is perceived to be. A colourful product is suitable for children as they are attracted to bright coloured products. But if a health product has a similar packaging, it is likely to fail.