Strategic use of colour in brand packaging

Packaging Technology and Science

Volumn 27, Issue 8, 2014, Pages 663-676

  Kauppinen Räisänen, Hannele ^a  

^a HANKEN SCHOOL OF ECONOMICS   (Finland)

Author keywords

aesthetics; attention; brand; colour; communication; packaging

Indexed keywords

COMMUNICATION; PACKAGING;

AESTHETICS; ATTENTION; BRAND; BRAND IDENTITY; BRAND PACKAGING; INTER-RELATIONSHIPS; MULTIPLE FUNCTION;

COLOR;

EID: 84904751283     PISSN: 08943214     EISSN: 10991522     Source Type: Journal    
DOI: 10.1002/pts.2061     Document Type: Article

References (96)

1. Inman JJ, Winer RS, Ferraro R,. The Interplay among category characteristics, customer characteristics, and customer activities on in-store decision making. Journal of Marketing 2009; 73 (5): 19-29.
2. Madzharov AV, Block LG,. Effects of product unit image on consumption of snack foods. Journal of Consumer Psychology 2010; 20 (4): 398-409.
3. Silayoi P, Speece M,. The importance of packaging attributes: a conjoint analysis approach. European Journal of Marketing 2007; 41 (11/12): 1495-1517.
4. Deng X, Kahn BA,. Is your product on the right side? The "location effect" on perceived product heaviness and package evaluation. Journal of Marketing Research 2009; 46 (6): 725-738.
5. Grossman RP, Wisenblit JZ,. What we know about color choices. Journal of Marketing Practice: Applied Marketing Science 1999; 5 (3): 78-88.
6. Clement J,. Visual influence on in-store buying decisions: an eye-track experiment on the visual influence of packaging design. Journal of Marketing Management 2007; 23 (9-10): 917-928.
7. Orth UR, Campana D, Malkewit K,. Formation of consumer price expectation based on package design: attractive and quality routes. Journal of Marketing Theory and Practice 2010; 18 (1): 23-40.
8. Danger EP,. Selecting Colour for Packaging. Gower Publishing Company: Vermont, 1987.
9. Kauppinen-Räisänen H,. The impact of salient products cues on aging adults. Journal of Medical Marketing: Device, Diagnostic and Pharmaceutical Marketing 2011; 11 (4): 294-302.
10. Labrecque L, Milne G,. Exciting red and competent blue: The importance of color in marketing. Journal of the Academy of Marketing Science 2012; 40 (5): 711-727.
11. Kauppinen-Räisänen H, Luomala HT,. Exploring consumers' product-specific colour meanings. International journal of Qualitative Market Research 2010; 13 (3): 287-308.
12. Kreuzbauer R, Malter AJ,. Embodied cognition and new product design: Changing Product form to influence brand categorization. Journal of Product Innovation Management 2005; 22 (2): 165-176. (Pubitemid 40401830)
13. Bloch P, Brunel FF, Arnold TJ,. Individual differences in the centrality of visual product aesthetics: concepts and measurement. Journal of Consumer Research 2003; 29 (4): 551-565. (Pubitemid 36463163)
14. Méndez L, Oubiña J, Rubio N,. The relative importance of brand-packaging, price and taste in affecting brand preferences. British Food Journal 2011; 113 (10): 1229-1251.
15. Sanyal SN, Datta SK,. The effect of perceived quality on brand equity: an empirical study on generic drugs. Asia Pacific Journal of Marketing and Logistics 2001; 23 (5): 604-625.
16. Olson JC, Jacoby J,. Cue utilization in the quality perception process. In Advances in Consumer Research, Venkatesan M, (ed.). Association for Consumer Research: Chicago, IL, 1972; 167-179.
17. Miyazaki AD, Grewal D, Goodstein RC,. The effect of multiple extrinsic cues on quality perceptions: a matter of consistency. Journal of Consumer Research 2005; 32 (1): 146-153. (Pubitemid 40976822)
18. Mensonen A, Hakola J,. Novel value perceptions and business opportunities through packaging customization. International Journal of Business & Social Science 2012; 3 (6): 39-43.
19. Rundh B,. Packaging design: creating competitive advantage with product packaging. British Food Journal 2009; 111 (9): 988-1002.
20. Kauppinen-Räisänen H, Owusu RA, Bamfo BA,. Brand salience of OTC pharmaceuticals through package appearance. International Journal of Pharmaceutical and Healthcare Marketing 2012; 6 (3): 230-249.
21. Svanes E, Vold M, Moller H, Pettersen MK, Larsen H, Hanssen OJ,. Sustainable packaging design: a holistic methodology for packaging design. Packaging Technology and Science 2010; 23 (3): 161-175.
22. Ferguson L, Dadzie KQ, Johnston WJ,. Country-of-origin effects in service evaluation in emerging markets: some insights from five West African countries. Journal of Business & Industrial Marketing 2008; 23 (6): 429-437.
23. Veale R, Quester P,. Do consumer expectations match experience? Predicting the influence of price and country of origin on perceptions of product quality. International Business Review 2009; 18 (2): 134-144.
24. Steenkamp J-B EM, Burgess SM,. Optimum stimulation level and exploratory consumer behavior in an emerging consumer market. International Journal of Research in Marketing 2002; 19 (2): 131-150.
25. Silayoi P, Speece M,. Packaging and purchase decisions: An exploratory study of the impact of involvement and time pressure. British Food Journal 2004; 106 (8): 607-628. (Pubitemid 39115586)
26. Chandrashekaran R, Suri R,. Effects of gender and price knowledge on offer evaluation and channel transition in retail and e-tail environments. Journal of Product & Brand Management 2012; 21 (3): 215-225.
27. D'Astous A, Ahmed S,. Multi-cue evaluation of made-in concept: a conjoint analysis study in Belgium. Journal of Euromarketing 1992; 2 (1): 9-29.
28. Gofman A, Moskowitz HR, Mets T,. Accelerating structured consumer-driven package design. Journal of Consumer Marketing 2010; 27 (2): 157-168.
29. Rex J, Wai S, Lobo A,. An exploratory study into the impact of colour and packaging as stimuli in the decision making process for a low involvement non-durable product. In Anzmac Proceedings. Australian & New Zealand Marketing Academy: Wellington, 2004.
30. Kauppinen-Räisänen H,. The impact of extrinsic cues on drug preferences. Management Research Review 2010; 33 (2): 161-173.
31. Taft C,. Color meaning and context: comparison of semantic ratings of colors on samples and objects. Color Research and Application 1997; 22 (1): 40-50. (Pubitemid 127672191)
32. Grimes A, Doole I,. Exploring the relationship between colour and international branding: a cross-cultural comparison of the UK and Taiwan. Journal of Marketing Management 1998; 4 (7): 799-817.
33. Dantas MIS, Minum VPR, Deliza R, Puschmann R,. The effect of packaging on the perception of minimally processed products. Journal of International Food & Agribusiness Marketing 2004; 16 (2): 71-83. (Pubitemid 41260115)
34. Kauppinen H,. Colours as Non-Verbal Signs on Package. PhD diss., Publications of Swedish School of Economics and Business Administration: Helsinki, Finland, 2004.
35. Garber LL Jr, Burke R, Jones JM,. The role of package color in consumer purchase consideration and choice. Working paper 00-104, Marketing Science Institute.
36. Pieters R, Wedel M, Batra R,. The stopping power of advertising: Measures and effects of visual complexity. Journal of Marketing 2010; 74 (5): 48-60.
37. Hoyer WT, MacInnis D,. Consumer Behaviour. Houghton Mifflin: Boston MA, 1997.
38. Schoormans JPL, Robben HSJ,. Effect of new package design on product attention, categorization and evaluation. Journal of Economic Psychology 1997; 18 (2-3): 271-287. (Pubitemid 127165657)
39. Jansson C, Marlow N, Bristow M,. The influence of colour on visual search times in cluttered environments. Journal of Marketing Communications 2009; 10 (3): 183-193. (Pubitemid 39315809)
40. Kahneman D,. Attention and Effort. Prentice-Hall Inc: Englewood Cliffs, New Jersey, 1973.
41. Kawasaki M, Yamaguchi Y,. Effects of subjective preference of colors on attention-related occipital theta oscillations. NeuroImage 2012; 59 (1): 808-814.
42. Fazio RH, Powell MC, Williams CJ,. The role of attitude accessibility in the attitude-to-behavior process. Journal of Consumer Research 1989; 16 (3): 280-288.
43. Lynch JG Jr, Marmorstein H, Weigold MF,. Choices from sets including remembered brands: use of recalled attributes and prior overall evaluations. Journal of Consumer Research 1988; 1 (2): 169-184.
44. Reimann M, Zaichkowsky J, Neuhaus C, Bender T, Weber B,. Aesthetic package design: A behavioral, neural, and psychological investigation. Journal of Consumer Psychology 2010; 20 (3): 431-441.
45. Kotler P, Rath AG,. Design: a powerful but neglected strategic tool. The Journal of Business Strategy 1984; 5 (2): 16-21.
46. Abbott M, Holland R, Giacomin J, Shackleton J,. Changing affective content in brand and product attributes. Journal of Product & Brand Management 2009; 18 (1): 17-26.
47. Rocchi B, Stefani G,. Consumers' perception of wine packaging: a case study. International Journal of Wine Marketing 2005; 18 (1): 33-44.
48. Stoll M, Baecke S, Kenning P,. What they see is what they get? An fMRI-study on neural correlates of attractive packaging. Journal of Consumer Behaviour 2008; 7 (4-5): 342-359.
49. Lee Y-J, Lee J,. The development of an emotion model based on colour combinations. International Journal of Consumer Studies 2006; 30 (2): 122-136.
50. Chan JL, Andrade E,. The effect of emotion on color preferences. In Advances in Consumer Research-North American Conference Proceedings 2010; 37: 846-847.
51. Danger EP,. The Colour Handbook. How to use Colour in Commerce and Industry. Gower Publishing Company: Vermont, 1987.
52. Silver NC, Ferrante R,. Sex differences in color preferences among an elderly sample. Perceptual and Motor Skills 1988; 80 (3): 920-922.
53. Terwogt MM, Hoeksma JB,. Color and emotions: preferences and combinations. Journal of General Psychology 1995; 122 (1): 5-17.
54. Gollety M, Guichard N,. The dilemma of flavor and color in the choice of packaging by children. Young Consumers: Insight and Ideas for Responsible Marketers 2011; 12 (1): 82-90.
55. Robinson C,. Color preference as a function of introversion and extraversion. Perceptual and Motor Skills 1975; 40 (3): 702.
56. Aslam MM,. Are you selling the right colour? A cross-cultural review of colour as a marketing cue. Journal of Marketing Communications 2006; 12 (1): 15-30. (Pubitemid 41818812)
57. Adams FM, Osgood CE,. A cross-cultural study of the affective meanings of color. Journal of Cross-Cultural Psychology 1973; 4 (2): 135-156.
58. Eysneck HJ,. A critical and experimental study of colour preferences. American Journal of Psychology 1942; 54 (3): 385-394.
59. Funk D, Ndubisi NO,. Colour and product choice: a study of gender roles. Management Research News 2006; 29 (1-2): 41-52.
60. Madden TJ, Hewett K, Roth MS,. Managing images in different cultures: a cross-national study of color meaning and preferences. Journal of International Marketing 2000; 8 (4): 90-107.
61. Wiegersma S, Van der Elst G,. Blue phenomenon: spontaneity or preference. Perceptual and Motor Skills 1988; 66 (2): 308-310.
62. Walsh LM, Toma RB, Tuveson RV, Sondhi L,. Colour preference and food choice among children. The Journal of Psychology 1990; 124 (6): 645-653.
63. Mundell H,. How the color mafia chooses your clothes. American Demographics 1993; 15 (11): 21-23.
64. van der Lans R, Pieters R, Wedel M,. Research note: Competitive brand salience. Marketing Science 2008; 27 (5): 922-931.
65. Kojina M, Hoken J, Kokichi T,. The role of color and pattern as mediators of product selection. Journal of Human Ergology 1986; 15 (1): 13-25.
66. Van Osselaer SMJ, Janiszewski C,. Two ways of learning brand associations. Journal of Consumer Research 2001; 28 (2): 202-223.
67. Martindale C,. Cognitive Psychology: A Neural-Network Approach. Brooks/Cole Publishing: California, 1991.
68. Aaker DA,. Managing Brand Equity. The Free Press: New York, NY, 1991.
69. Hine T,. The total package. The Evolution and Secret Meanings of Boxes, Bottles, Cans and Tubes. Little, Brown & Company Ltd: Toronto, 1997.
70. Zaltman G, Coulter RH,. Seeing the voice of the customer: Metaphor-based advertising research. Journal of Advertising Research 1995; 35 (4): 35-51.
71. Pantin-Sohier G,. The influence of the product package on functional and symbolic associations of brand image. Recherche et Applications en Marketing 2009; 24 (2): 53-71.
72. Underwood RL,. The communicative power of product packaging: creating brand identity via lived and mediated experience. Journal of Marketing Theory and Practice 2003; 11 (1): 62-77.
73. Gordon A, Finlay K, Watts T,. The psychological effects of colour in consumer product packaging. Canadian Journal of Marketing Research 1994; 13 (3): 3-11.
74. Gorn G, Chattopadhyay A, Yi T, Dahl DW,. Effects of color as an executional cue in advertising: they're in the shade. Management Science 1997; 43 (10): 1387-1400. (Pubitemid 127575314)
75. Pfahlert A, Hoek J, Healey B,. Brand Colour associations: A comparison of three survey methods. In Anzmac Proceedings, Australian & New Zealand Marketing Academy: Wellington, 2004.
76. Tikkanen I, Vääriskoski M,. Attributes and benefits of branded bread: case Artesaani. British Food Journal 2010; 112 (9): 1033-1043.
77. Jacobs LK, Worthley R, Ghymn K-I,. Cross-cultural colour comparisons: global marketers beware. International Marketing Review 1991; 8 (3): 21-30.
78. Gimba JG,. Color in marketing: shades of meaning. Marketing News 1998; 32 (6): 16.
79. Beatty SG,. H-P to get marketing makeover, including a facelift for its boxes. Wall Street Journal, (Eastern edition) 1997; Nov 11, 230 (94): 1.
80. Veryzer RW Jr, Hutchinson JW,. The influence of unity and prototypicality on aesthetics responses to new product design. Journal of Consumer Research 1998; 24 (4): 374-394.
81. Lajos J,., Chattopadhyay A,. Effects of color on consumers' perceptions of package volumes. In Advances in Consumer Research-North American Conference Proceedings 2010; 37: 838-839.
82. Stone NJ, English AJ,. Task type, posters, and workspace color on mood, satisfaction, and performance. Journal of Environmental Psychology 1998; 18 (2): 175-185. (Pubitemid 128343633)
83. Bellizzi JA, Crowley AE, Hasty RW,. The effects of color in store design. Journal of Retailing 1983; 59 (1): 21-45.
84. Bellizzi JA, Hite RE,. Environmental color, consumer feelings and purchase likelihood. Psychology & Marketing 1992; 9 (5): 347-363.
85. Mehta RR, Zhu RJ,. Blue or red? Exploring the effect of color on cognitive task performances. Science 2009; 323: 1226-1229.
86. Tektronix. The Color Connection. Catharine & Sons: Morton, IL, 1998.
87. Seitel F,. The colors of banking. Communications 1993; 123 (May): 79.
88. Gorn GJ, Chattopadhyay A, Sengupta J, Tripathi S,. Waiting for the Web: How screen color affects time perception. Journal of Marketing 2004; 41 (2): 215-225. (Pubitemid 38671103)
89. Grozier WR,. The Meanings of Colour: Preferences among Hues. Pigment & Resin Technology 1999; 28 (1): 6-14.
90. Chattopadhyay A, Gorn GJ, Yi T,. Background color in advertising. In Marketing: Its Dynamics and Challenges, vol. 21, Bloemer J, Lemmink J, Kasper H,. (eds). Association for Consumer Research: Provo (UT), 1994; 1245-1249.
91. Schindler PS,. Color and contrast in magazine advertising. Psychology & Marketing 1986; 3 (2): 69-78.
92. Caudill DW,. Color management: a non-verbal communication tool. Journal of System Management 1986; Jan: 37-40.
93. Kauppinen-Räisänen H,. Local or global packaging design? Global Business Conference Proceedings, Croatia, 2012; 138-139.
94. Bix L, Seo W, Sundar RP,. The effect of colour contrast on consumers' attentive behaviours and perception of fresh produce. Packaging Technology and Science 2012; doi: 10.1002/pts.1972.
95. Simonson I,. In defense of consciousness: The role of conscious and unconscious inputs in consumer choice. Journal of Consumer Psychology 2005; 15 (3): 211-217. (Pubitemid 41366509)
96. Rindell A,. Time in corporate images: introducing image heritage and image-in-use. Qualitative Market Research: An International Journal 2013; 16 (2): 197-213.