Packaging Colour and Its Multiple Roles

Charles Spence () and Carlos Velasco
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Charles Spence: University of Oxford
Carlos Velasco: BI Norwegian Business School

Chapter 2 in Multisensory Packaging, 2019, pp 21-48 from Springer

Abstract: Abstract Colour is a key element in multisensory packaging design and branding. In-store, and increasingly online, it plays an important role in guiding the shopper’s attention. A distinctive colour/colour scheme can also act as a valuable brand asset, signalling a specific brand and everything that it stands for. That said, in many product categories, packaging colour is primarily used to convey product-related information/meaning. In any one of these roles, packaging colour can exert a significant influence over the customer’s product experience even when the latter happens to be consumed away from its packaging. In this review, we highlight the multiple roles played by packaging colour and stress the contextual determinants of its meaning. We also touch on the individual differences in colour associations that can hinder the effective implementation of packaging design for those wanting to deliver colour schemes that convey the ‘right’ meaning to different groups of consumers (e.g., cross-culturally).

Keywords: Packaging colour; Signature colour; Colour correspondences; Individual differences (search for similar items in EconPapers)
Date: 2019
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DOI: 10.1007/978-3-319-94977-2_2

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