Packaging Colour and Its Multiple Roles

Spence, Charles; Velasco, Carlos

doi:10.1007/978-3-319-94977-2_2

Cited by 15 publications

(20 citation statements)

References 58 publications

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“…In fact, colour is probably the single most widely studied sensory attribute of pharmaceuticals and their packaging (though this hasn't always been the case; see Buckalew & Ross, 1981;Hussain, 1972;Lasagna, 1955). (Note that in other product categories, it has also been suggested that packaging colour is by far the most important single sensory cue influencing consumer behaviour; Spence & Velasco, 2019). Over the last 60 years or so, evidence of the placebo effect (e.g., Bensing & Verheul, 2010;Humphrey, 2002;Moerman & Jonas, 2002;Shapiro, 1970) specifically linked to the colour of medication has sometimes been reported.…”

Section: Colour-based Placebo Effectsmentioning

confidence: 99%

“…There are various arguments as to why the additional packaging costs in the case of such bespoke solutions might actually be money well spent, at least in the case of brand name drugs. To date, packaging colour has been the most widely studied aspect of packaging design (Kauppinen-Räisänen & Luomala, 2010;Spence & Velasco, 2019), though published studies specifically in the area of pharmaceutical packaging are still surprisingly few and far between. When contemplating multisensory packaging design for pharmaceuticals it is interesting to ask whether certain shapes attract our attention, or are certain colours more fundamentally associated with meaning, beyond what can be explained by the associative learning account (Riley et al, 1982)?…”

Section: Interim Summarymentioning

confidence: 99%

See 1 more Smart Citation

The multisensory design of pharmaceuticals and their packaging

Spence

2021

Food Quality and Preference

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Section: Colour-based Placebo Effectsmentioning

confidence: 99%

Section: Interim Summarymentioning

confidence: 99%

The multisensory design of pharmaceuticals and their packaging

Spence

2021

Food Quality and Preference

Self Cite

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“…On the other hand, this finding may also indicate that consumers can disentangle the image from the sound while shopping in e-commerce, thus not framing the multisensory experience of the image of a can, when accompanied by a beer bottle pouring sound, as semantically incongruent. In other words, in this digital NAB experience, the bottle pouring sound may have acted as an standalone soundscape rather than as a part of the audiovisual experience associated with the product’s image (see [ 27 , 42 ]).…”

Section: Discussionmentioning

confidence: 99%

Promoting Healthier Drinking Habits: Using Sound to Encourage the Choice for Non-Alcoholic Beers in E-Commerce

Rodríguez

Arroyo

Reyes

et al. 2021

Foods

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Important institutions, such as the World Health Organization, recommend reducing alcohol consumption by encouraging healthier drinking habits. This could be achieved, for example, by employing more effective promotion of non-alcoholic beverages. For such purposes, in this study, we assessed the role of experiential beer packaging sounds during the e-commerce experience of a non-alcoholic beer (NAB). Here, we designed two experiments. Experiment 1 evaluated the influence of different experiential beer packaging sounds on consumers’ general emotions and sensory expectations. Experiment 2 assessed how the sounds that evoked more positive results in Experiment 1 would influence emotions and sensory expectations related to a NAB digital image. The obtained results revealed that a beer bottle pouring sound helped suppress some of the negativity that is commonly associated with the experience of a NAB. Based on such findings, brands and organizations interested in more effectively promoting NAB may feel encouraged to involve beer packaging sounds as part of their virtual shopping environments.

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“…It has recently been argued that visual material perception represents something of a neglected area in the field of research on packaging design [40,44]. Indeed, the contrast in the amount of research is especially noticeable when compared with the vast literature that has been published over the years on the topic of packaging colour (see [69,70]; see also [26,71,72]). Beyond the hue of the product packaging, some researchers have also assessed the different meanings that consumers associate with light versus dark colours in the context of food products [73][74][75].…”

Section: What Is Wrong With Glossy/shiny Packaging?mentioning

confidence: 99%

On the Questionable Appeal of Glossy/Shiny Food Packaging

Spence

2021

Foods

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Those stimuli that have a shiny/glossy visual appearance are typically rated as both attractive and attention capturing. Indeed, for millennia, shiny precious metals and glossy lacquerware have been used to enhance the presentation, and thus the perception, of food and drink. As such, one might have expected that adding a shiny/glossy appearance/finish to the outer packaging of food and beverage products would also be desirable. However, the latest research appears to show that many consumers have internalised an association between glossy packaging and greasy (or unhealthy) food products, while matte packaging tends to be associated with those foods that are more natural instead. Furthermore, it turns out that many consumers do not necessarily appreciate the attempt to capture their attention that glossy packaging so often affords. At the same time, it is important to recognise that somewhat different associations may apply in the case of inner versus outer food and beverage packaging. Shiny metallic (inner) packaging may well prime (rightly or wrongly) concerns about sustainability amongst consumers. Given the research that has been published in recent years, food and beverage manufacturers/marketers should think very carefully about whether or not to introduce such shiny/glossy finishes to their packaging.

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Packaging Colour and Its Multiple Roles

Cited by 15 publications

References 58 publications

The multisensory design of pharmaceuticals and their packaging

The multisensory design of pharmaceuticals and their packaging

Promoting Healthier Drinking Habits: Using Sound to Encourage the Choice for Non-Alcoholic Beers in E-Commerce

On the Questionable Appeal of Glossy/Shiny Food Packaging

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