THE EFFECT OF PACKAGING COLOR SCHEME ON PERCEPTIONS, PRODUCT PREFERENCES, PRODUCT TRIAL, AND PURCHASE INTENTION

Authors

  • Wirania Swasty School of Creative Industries, Telkom University, Bandung, Indonesia http://orcid.org/0000-0001-6586-2697
  • Mediany Kriseka Putri School of Economics and Business, Telkom University, Bandung, Indonesia
  • Mohammad Isa Pramana Koesoemadinata School of Creative Industries, Telkom University, Bandung, Indonesia
  • Ahmad Nur Sheha Gunawan School of Creative Industries, Telkom University, Bandung, Indonesia

DOI:

https://doi.org/10.9744/jmk.23.1.27-39

Keywords:

Color scheme, packaging, product preference, perception, SME.

Abstract

This study aims to understand the effect of different color scheme in perceptions and food product preference, product trial, and purchase intention. Using quantitative approach, the questionnaires data were cross tested by chi square and one-way ANOVA. The study found there were no significant differences between the price perception, the perceived quality, product preferences, product trial and intense to buy in the different color schemes, except white dominant color in perceived quality aspect. Respondents assessed the use of monochrome color schemes tended to have higher price perceptions and higher quality than white, yellow, analog, and complementary color schemes. It is expected to be a reference to provide an understanding of packaging design strategy especially food products by using color scheme.

 

Keywords: Color scheme, packaging, product preference, perception, SME.

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Published

2021-04-21

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