IMPACT OF PACKAGING’ COLOR ON PHARMACEUTICAL PRODUCT PERCEPTION AND CONSUMER BELIEFS

Amel Arabi
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Amel Arabi: FACULTY OF ECONOMICS AND BUSINESS ADMINISTRATION, WEST UNIVERSITY OF TIMISOARA, ROMANIA

Annals - Economy Series, 2018, vol. 2, 115-121

Abstract: Design packaging and in particular its color is often evoked by the consumer as a reason justifying the desire or not to consume the offered product. Colors are considered as a dominant component of design. They are one of the most immediate ways to deliver messages. Indeed, studies have shown that color can retain attention, affect consumer perception, stimulate emotional responses, and improve learning. This article studies the impact of packaging color on consumer behavior towards analgesic. How consumer perceive a packaging of medication, and how the associative learning influences his beliefs towards the efficiency of a medication, and also we study the impact of the prior experience on the association color/design judgments towards the products. In our study we choose analgesic for its current use between individuals; we will present images of packaging in different colors to participants, after observing those images they have to answer to a questionnaire. Usually, individuals(consumers) they do not really have the choice to chose a packaging for a medication at a pharmacy, but if they are used to a specific medication, then they should be familiar with its packaging color; so we want to know if a different color for the same product packaging could have an influence on their beliefs towards the efficiency of it.

Keywords: Packaging; Color; Pharmaceutical product; Product perception; Associative learning (search for similar items in EconPapers)
Date: 2018
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