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mohammadzadeh Milani, J., Mozzafari, P. (2018). The Role of Packaging Color in Influencing Consumer Purchases. Electronic and Cyber Defense, 9(33), 72-81.
Jafar mohammadzadeh Milani; Peyman Mozzafari. "The Role of Packaging Color in Influencing Consumer Purchases". Electronic and Cyber Defense, 9, 33, 2018, 72-81.
mohammadzadeh Milani, J., Mozzafari, P. (2018). 'The Role of Packaging Color in Influencing Consumer Purchases', Electronic and Cyber Defense, 9(33), pp. 72-81.
mohammadzadeh Milani, J., Mozzafari, P. The Role of Packaging Color in Influencing Consumer Purchases. Electronic and Cyber Defense, 2018; 9(33): 72-81.

The Role of Packaging Color in Influencing Consumer Purchases

علوم و فنون بسته‌بندی
Article 7, Volume 9, Issue 33, September 2020, Pages 72-81    PDF (169.22 K)
Document Type: Compilation
Authors
Jafar mohammadzadeh Milani* 1; Peyman Mozzafari2
1(PhD) Food science. Associate Professor. Sari Agricultural Sciences and Natural Resources University. Mazandarn Province. Faculty of Agricultural Engineering , Department of Food Science
2(M.S) Food science. Sari Agricultural Sciences and Natural Resources University. Kurdistan Province. Kamyaran. shariati street. Safary
Receive Date: 22 November 2017,  Revise Date: 21 December 2017,  Accept Date: 22 May 2018 
Abstract
Packaging is the most important way of communicating a product or brand with the consumer. When designing and choosing a color for a new product, packaging specialists must consider the consumer. The first step is the adoption and determination of a message received by the consumer. Based on the message, a color scheme that represents this message is selected. The fact is that color is remembered much faster than text or complex graphics. For this reason, basic research is needed on similar products. Ultimately, professionals should attract consumers’ attention to the product. Considering these basic steps will play an important role in packaging success. The purpose of this paper is to investigate the effect of color in packaging in order to attract consumers' attention and to study the influence factors such as gender, age, income level, etc. on selective and preferential colors of the consumer, leading to the provision of solutions for further research will be done in this direction. Also, the content provided in this article will help marketers better decide on the packaging of different products and advertising, and will lead to improved brand development among competitors.
Keywords
Color; Packaging; Consumer; Attention
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