Year: 2023
Type: article
Abstract: In addition to preserving the goods, packaging captures potential buyers' attention, provides information about product benefits, changes consumer beliefs, and increases the chances of a sale. Thus, this review aimed to provide information on the impact of color perception on food packaging by consumers. Using color on packaging results in product differentiation, increasing the advantage over others and building sales loyalty and emotional connections. Besides the product color, the colors of its packaging can play an essential role in the perception of product taste, as people tend to create associations of specific colors with specific products and associations with particular tastes.
Institutions: Universidade Federal do Paraná, Embrapa Florestas
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: gold
Estimated APC paid: $161
OpenAlex ID: W4385153152