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Journal article

On the multiple effects of packaging colour on consumer behaviour and product experience in the ‘food and beverage’ and ‘home and personal care’ categories

Abstract:

Colour is perhaps the single most important element as far as the design of multisensory product packaging is concerned. It plays a key role in capturing the attention of the shopper in-store. A distinctive colour, or colour scheme, can also act as a valuable brand attribute (think here only of the signature colour schemes of Cadbury’s Dairy Milk chocolate). In many categories, though, colour is used to convey information to the consumer about a product’s sensory properties (e.g., taste or fl...

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Publication status:
Published
Peer review status:
Peer reviewed

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Institution:
University of Oxford
Division:
MSD
Department:
Experimental Psychology
Oxford college:
Somerville College
Role:
Author
ORCID:
0000-0003-2111-072X
Publisher:
Elsevier
Journal:
Food Quality and Preference More from this journal
Volume:
68
Pages:
226-237
Publication date:
2018-03-13
Acceptance date:
2018-03-12
DOI:
ISSN:
0950-3293
Keywords:
Pubs id:
pubs:829413
UUID:
uuid:21b8b731-58d6-42bd-8111-f2f303ba3165
Local pid:
pubs:829413
Source identifiers:
829413
Deposit date:
2018-03-13

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