The Most Favoured Colour Used in Food Packaging Design - Essay Example

After a literature review, primary data was collected through surveys. Data was collected on how humans associate colors with emotions and then certain packaged products were displayed to catch their immediate responses. The study revealed that while most associated red with a positive emotion when it came to buying the actual product, the product attributes bear significance on the packaging. This was also found in the case of Heinz ketchup and McDonalds – their sales were not adversely impacted when they changed their color from red to green.

Culture and global trends also influence the purchase decision. For instance, since the trend today is for a greener environment, Coke, while still maintaining its red logo, has changed its packaging to a more eco-friendly material. The study concludes that red is not the most favored color in food packaging. However, the study has its own limitations which have been highlighted and areas for further studies have been recommended.Most products require good packaging. Packaging not only can protect the product from damage but can also promote sales.

Sales occur through visual perception and this is where the color of the packaging plays an important role in consumer expectations. The color associations and conceptions exist in the memory and affect how people make choices. This is particularly relevant in the context of the supermarkets where consumers are constrained for time. However, market research indicates that 90% of consumer purchases are the result of a deliberate search and only 10% of purchases are made on impulse. And of those planned purchases, 60% of the decision to buy involves color (Rodemann 1999, p170).