The Effect of Colour Contrast on Consumers' Attentive Behaviours and Perception of Fresh Produce

Abstract

The market for fruits and vegetables has received considerable interest in recent years, with much of its growth attributed to consumer interest in nutrition and health. Quality has been indicated to be the most important factor in produce sales, and appearance is of noted significance with regard to perceived quality.The broad objectives of this research were to identify the impact of simultaneous colour contrast (i.e. the produce viewed through a mesh bag) on (a) attentive behaviours as measured by eye tracking and (b) perceived quality, visual appeal and purchase intention as measured with a Likert scale. To accomplish these objectives, six different types of produce (red apples, oranges, lemons, green apples, purple onions and white onions) were photographed with four differently coloured mesh treatments: the same (as the produce), complementary, complementary-analogous and analogous. Visual stimuli were then presented during the eye tracking study and in a subsequent questionnaire.Colour contrast was found to have a significant effect on both resultant eye tracking variables [number of visual fixations (p < 0.001) and time spent (p < 0.001)]. Produce shown with mesh of the same, or an analogous colour, induced significantly more visual fixations and more time than those depicted with complementary or complementary-analogous treatments.Subsequent to the eye tracking study, subjects were shown the stimuli and asked to rate the expected quality, visual appeal and their purchase intention for the 24 photographs (6 types of produce  4 colour contrasts) by using a Likert scale. Pairwise comparisons suggested that produce packaged in the same or analogous mesh were perceived by subjects to be of higher quality, more visually appealing and evoked a higher level of purchase intention than those packaged in complementary or complementary-analogous mesh (a = 0.05).Results suggesting statistical significance at a = 0.05 are presented in boldface.

Eye Tracking in Neuromarketing: A Research Agenda for Marketing Studies

“…Six different types of product packaging were photographed with four treatments of different colours: the same original colour of products, variations of complementary packaging colours, complementary-analogous colours and analogous colours. It was concluded that products using packaging with colours that were the same or similar to the fruits and vegetables within the packaging were perceived as higher quality, more visually appealing, and more likely to produce purchase intent than those products with complementary treatments or complementary-analogous treatments (Bix, Seo, & Sundar, 2013). Therefore, ET helps to increase the perceived value of products through a better understanding of consumer perceptions.…”

Strategic Use of Colour in Brand Packaging

“…First, the field would benefit from explanatory research attempting to explain the effects of packaging colours. For example, future research could focus on the conscious and unconscious processing of visual extrinsic product cues on packaging . The current study approached brand packaging and packaging colour from the cue utilization perspective, where packaging is perceived as an extrinsic product cue.…”

“…shape and volume) and verbal/numerical extrinsic product cues (e.g. country of origin) like ‘What is the effect of various shape–colour combinations on product‐related meanings?’ This would also raise brand‐related questions such as ‘Do brand preferences vary according to various shape–colour combinations?’, ‘What is the link between price and brand colour?’ and ‘Is there a link between country of origin and brand colour; that is, are some country‐related products expected to appear in specific brand packaging colours?’ Finally, an issue that is not currently being addressed is the role of packaging for forming brand image. In addition to the questions posed previously, this field of research could address issues related to the link between brand colour and packaging colour.…”

The Effect of Modifying Structure to Display Product Versus Graphical Representation on Packaging

“…This new area of eye‐tracking research is made possible by the advancements in technology, specifically in the eye tracking and visual data‐processing regions. Prior research has been carried out using eye‐tracking technology to study packaging design . however a mobile eye tracker in an immersive retail environment has not.…”