The Effect of Packaging Color Scheme on Perceptions, Product Preferences, Product Trial, and Purchase Intention

Swasty, Wirania; Putri, Mediany Kriseka; Koesoemadinata, Mohammad Isa Pramana; Gunawan, Ahmad

doi:10.9744/jmk.23.1.27-39

Cited by 8 publications

(9 citation statements)

References 22 publications

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“…Although people often assume the product's appearance, taste, and flavour when seeing packaging (e.g., photo and information), sometimes the point‐of‐sale communication impacts the customer's desire to purchase. However, different individuals respond to packaging designs differently 22 . In this study, the question ‘When thinking about a plant‐based hamburger, what sensations or expectations does this product convey to you?’ was answered, and Table 1 presents the results about dimensions, categories, number of words, and mention frequency, according to WA methodology.…”

Section: Resultsmentioning

confidence: 93%

“…20 Although 89% of volunteers have carnivore or flexitarian habits, approximately 83% of interviewees are interested in consuming PBH and incorporating this type of food product into their diets. In a recent study, Basso et al 21 concluded that the vegetarian or vegan public do not enjoy buying PBH with aspect similar to conventional hamburgers. In the current research was constated that most of the volunteers which are not interested in PBH have vegetarian and vegan diet types.…”

Section: Participantsmentioning

confidence: 99%

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Understanding the packaging colour on consumer perception of plant‐based hamburgers: A preliminary study

Fonseca

Sá²,

Gagliardi

et al. 2023

Packag Technol Sci

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Plant-based hamburgers (PBH) are a recent alternative for consumers who want to reduce meat consumption. The marketing of this type of food has increased in the last few years, being an exciting niche in the food industry. In parallel, food marketing uses packaging to attract consumers, being packaging colour a key to improving consumer perceptions and increasing purchasing intentions. However, no study has explored the ideal packaging colour for PBH. Hence, this research aimed to understand the packaging colour on consumer perception of PBH. A study with 727 volunteers was carried out, and the data were obtained through an online form and analysed using an electronic spreadsheet. Firstly, the diet types and purchasing intention of BPH were analysed. In sequence, it was investigated the perceptions against different colours used in the package of PBH. Neutral (white and black), cool (green, blue and lilac), and warm (red, yellow and magenta) colours were used in the PHB package and data derived from consumers' perceptions were analysed using the word association methodology. Results from volunteers showed that people are interested in buying PBH, including people having a carnivore or flexitarian diet type (89% of volunteers). Important attributes related to PBH were induced in the volunteers using food packaging with green, yellow and white colours. These colours can attract attention and induce emotions related to nature, health, nutritional value and quality in packages of PBH.

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Section: Resultsmentioning

confidence: 93%

Section: Participantsmentioning

confidence: 99%

Understanding the packaging colour on consumer perception of plant‐based hamburgers: A preliminary study

Fonseca

Sá²,

Gagliardi

et al. 2023

Packag Technol Sci

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show abstract

“…This conclusion is supported by some of the background information offered previously. The packaging of the product will encourage consumers to acquire the things being marketed or offered, hence facilitating sales (Swasty et al, 2021). The author acknowledges the importance of package design and desires to contribute to the community by designing the packaging for rice box Alms and Friday Blessings of the Griya Sodaqo Indonesia Foundation.…”

Section: Yayasan Griya Sodaqo Indonesiamentioning

confidence: 99%

The Package Design of The Griya Sodaqo Indonesia Foundation’s Blessing Friday Rice Box Alms

Azhar

2023

J.DES

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This research aims to build the ideal rice box for social foundation product as part of their branding, based on the findings of scientific research. The product is the Friday Blessing Alms Box, the flagship program of the social foundation Griya Sodaqo Indonesia Foundation. This study employs an aesthetic and practical approach to the qualitative descriptive method. The methods of data collection are literature review, observation, and interviews. According to the findings, the Friday Blessing Alms Box Rice design that best represented the Griya SodaqoIndonesia Foundation brand was a depiction of the organization's social actions for orphans and the disadvantaged. The design stages include of reviewing previous designs, gathering information, formulating creative briefs, conducting research, exploring ideas and constructing concepts, visualizing keywords, creating alternative designs, and refining the final design. The designs for the packaging include of rice wrappers, rice boxes, and paper bags. Through the design of the Friday blessing rice box, it is believed that the Griya Sodaqo Indonesia Social Foundation brand will be able to strengthen the goal of branding and packaging, which is to communicate the image of a foundation.

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“…Dalam penjualan online selain harga, desain kemasan menjadi wajah utama untuk menarik konsumen. Desain kemasan yang unik dan menarik akan mempengaruhi persepsi konsumen pada produk tersebut; dan juga memberi kemungkinan membeli produk tersebut terlepas dari merek yang sudah terkenal ataupun tidak [5], [6]. Tiga aspek yang akan meningkatkan nilai dan popularitas produk makanan oleh-oleh adalah elemen sensorik, aspek kegunaan, dan makna simbolik.…”

Section: Pendahuluanunclassified

Uji Kelayakan Desain Kemasan Produk Makanan Oleh-Oleh Umkm Jawa Barat Menggunakan Chi-Square

Hartanti

Pradita

2021

bahasarupa

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Souvenir products in the city of Bandung are very diverse. The COVID-19 pandemic has caused the tourism industry to decline, but MSMEs of souvenir food products still have the opportunity to sell online. Souvenir food packaging with a local identity can be one of the uniqueness that will attract consumers. Nine samples of food products by SMEs of the Sabilulungan Community, assisted by the Industry and Trade Office of Soreang Regency, West Java, were redesigned. Old packaging and new packaging are display side by side. A feasibility test is carried out, measured in terms of the respondent's design taste, the respondent's reasons for choosing the design, and the results of product sales using the Chi-Square test. The method of collecting data is by distributing questionnaires filled in when visitors shop at the product bazaar. Due diligence results reveal that well-designed packaging and an identity that matches the food will increase purchases. Local characteristics can be used as an identity that is displayed aesthetically and uniquely to increase the value of local products. The local characteristics that are most easy for consumers to remember are the cultural icons and familiar local colors. Packaging using a zipper is considered more efficient. The form of packaging that is not only a box is considered unique.

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The Effect of Packaging Color Scheme on Perceptions, Product Preferences, Product Trial, and Purchase Intention

Cited by 8 publications

References 22 publications

Understanding the packaging colour on consumer perception of plant‐based hamburgers: A preliminary study

Understanding the packaging colour on consumer perception of plant‐based hamburgers: A preliminary study

The Package Design of The Griya Sodaqo Indonesia Foundation’s Blessing Friday Rice Box Alms

Uji Kelayakan Desain Kemasan Produk Makanan Oleh-Oleh Umkm Jawa Barat Menggunakan Chi-Square

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