The Role of Packaging Color in Influencing Consumer Purchases

Packaging is the most important way of communicating a product or brand with the consumer. When designing and choosing a color for a new product, packaging specialists must consider the consumer. The first step is the adoption and determination of a message received by the consumer. Based on the message, a color scheme that represents this message is selected. The fact is that color is remembered much faster than text or complex graphics. For this reason, basic research is needed on similar products. Ultimately, professionals should attract consumers’ attention to the product. Considering these basic steps will play an important role in packaging success. The purpose of this paper is to investigate the effect of color in packaging in order to attract consumer's attention and to study the influence factors such as gender, age, income level, etc. on selective and preferential colors of the consumer, leading to the provision of solutions for further research will be done in this direction. Also, the content provided in this article will help marketers better decide on the packaging of different products and advertising, and will lead to improved brand development among competitors.