Role of colour and form as visual elements of packaging in raising attention and identifying products

Abstract

An important function of packaging is to attract potential purchasers’ attention and to make the product identification easier, in which packaging colour and design plays an important role. Our results indicate that colour and design has a huge impact on product identification, while attracting attention is more complicated process. Consumers easily identify and select their favourite or most frequently purchased product, however attracting attention among a line of brands is almost impossible by only using colour or design elements. Packaging colour and design together may attract consumers’ attention; however there are many other factors (visual stimuli, loyalty, preferences, purchase frequency etc.) which are playing a moderating role in purchase decision.