Effects of Packaging Color on Consumer Behavior and Product Experience.

What if I say a product can talk to you? You may think it’s stupid but it’s actually true. A product can speak to you through the language of its design. But there’s another element that creates up the planning clearer: its color. Nowadays we are seeing that color could be a critical a part of branding and logos—which especially includes a product’s packaging colors. Packaging color is an integral a part of product packaging. It can trigger thoughts, feelings, and emotions about your product; and, directly impact the purchasing decision. That’s because 85% of consumers buy products supported color. Imagine seeing a Coke can in blue or pink color, with same taste. It do exist in some countries but still you won’t pip out of course. That’s why an organization must know the color perception on the consumers and what form of message the merchandise should give. supported the message, proper combination that represents the message is chosen.

Fig: Color in mind

Colors evoke various emotions and moods that affect consumers’ purchase decisions when shopping.

• Blue represents sincerity, cheer, and honesty.

• Red represents new, daring, exciting, and contemporary.

• Green represents fresh, imaginative, and communicates eco-friendly or organic as well.

• Purple represents unique, out of the box, edgy, yet dependable, and high-end.

• Orange & Yellow represents rugged, strong, cheerful, and optimistic.

• ·Black represents authority and luxury.

With the increasing number of products offered within the market, naturally SME (small and medium enterprises) products face fierce competition and to survive their product within the market, researchers considered that they have to know the factors like and nutrient preference, product trial, and buy intention of the consumers. Furthermore, they will assess the utilization of monochrome color schemes cared-for have higher price perceptions and may provides a competition. Once they know these basics, they're going to get the profit from it.

Fig: Marketing of Color Psychology

Time pressure has always been a very important moderating factor which influenced the effect of packaging colors on customers’ purchasing preferences. Time-pressured shoppers generally don't conduct extensive research thanks to the limitation. In a standard twenty minutes shopping expedition, a customer reads merely eight lines or less, and hence communication is being done largely by virtue of colors, visual illustrations, and shapes. So, importance of packaging elements like color, background image, and style of wrapper must be shown in gaining attraction as time is recognized as exceedingly scarce resource. Some theories suggested that point constraint is destined to become constantly much major factor which marketers must consider while designing a product’s packaging.

What about the health claims? An increasing number of consumers is trying to find products that reflect health and well-being; usually products low in fat, sugar, salt, or calories. Consumers often hunt down claims on product packaging that fall in line with their general goals of wellness and wellbeing. This culminated within the rise of so-called “better-for-you” (BFY) products. Changing the packaging design, adding information on labels, or maybe altering brand names are commonly used strategies to guide health-conscious consumers towards the BFY products. particularly, food packaging helps consumers to intuitively assign food into categories like “healthy” and “tasty”. And these messages were combined with different color schemes so as to sell a product. However, Customers may prefer certain colors over others in several products. for instance, a color which a customer prefers for automobiles might not be preferred for furniture. Color preferences predict customer’s buying preferences in an outlet. So a moderating role of interest in healthy food couldn't be confirmed.

It was also claimed that the marketers must explore a spread of possibilities for inner packing color on both the physiological and cognitive aspects of consumer behavior referring to food products. they might consider the relational effects of inner packaging with a variety of various colors, further as exploring internal and external color packaging combinations and their impact on post purchase pre-consumption behaviors. in a very research it's showed that merely changing the Inner packaging color of a food item can increase its desirability among high health-conscious individuals.

Fig: Products claiming healthy and tasty messages

Another factor which will affect the color was its own harmonies. Color harmonies can be defined as two or more colors brought together to provide a satisfying affective response. In keeping with some research, there are five basic color combinations that are devised to take care of color harmonies: - 1. Monochromatic 2. Analogous 3. Complementary 4. Split complementary 5. Triadic. With regards to the current an enquiry was conducted comparing the harmonies with one another and concluded that there have been no significant differences found between color harmonies and preference. This was ideal for designers because it gave them the liberty to use their judgment when designing packaging labels.

So, bottom line for the industry is that color is complex and there aren't any clear-cut guidelines for selecting colors. The secrets to seem for practical ways to create decisions about color. Give some thought to who your audience is and what message your product is trying to convey. For the consumers: just try and communicate with the color and see what specifications it provides you of the merchandise/product.

Mr. Chaitanya S. Kaushal

TE Printing

PVG COET & GKPWIM

REFERENCES

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