Abstract Colour is perhaps the single most important element as far as the design of multisensory product packaging is concerned. It plays a key role in capturing the attention of the shopper in-store. A distinctive colour, or colour scheme, can also act as a valuable brand attribute (think here only of the signature colour schemes of Cadbury’s Dairy Milk chocolate). In many categories, though, colour is used to convey information to the consumer about a product’s sensory properties (e.g., taste or flavour, say), or else to prime other more abstract brand attributes (such as, for example, premium, natural, or healthy). However, packaging colour can also affect the customer’s product experience as well: Indeed, a growing body of empirical research now shows that packaging colour affects everything from the expected and perceived taste and flavour of food and beverage products through to the fragrance of home and personal care items. Packaging colour, then, plays a dominant role at several stages of the consumer’s product experience.

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关于“食品和饮料”和“家庭和个人护理”类别中包装颜色对消费者行为和产品体验的多重影响

摘要 就多感官产品包装的设计而言，颜色可能是最重要的元素。它在吸引店内购物者的注意力方面起着关键作用。独特的颜色或配色方案也可以作为宝贵的品牌属性（这里只考虑吉百利牛奶巧克力的标志性配色方案）。然而，在许多类别中，颜色被用来向消费者传达有关产品感官特性的信息（例如，味道或风味），或者为其他更抽象的品牌属性（例如，优质、天然、或健康）。然而，包装颜色也会影响客户的产品体验：确实，现在，越来越多的实证研究表明，包装颜色会影响从食品和饮料产品的预期和感知味道和风味到家居和个人护理用品的香味的方方面面。因此，包装颜色在消费者产品体验的几个阶段中起着主导作用。