Luo, D, Yu, L orcid.org/0000-0002-1664-2230, Westland, S orcid.org/0000-0003-3480-4755 et al. (1 more author) (2019) The influence of colour and image on consumer purchase intentions of convenience food. Journal of the International Colour Association, 24. pp. 11-23. ISSN 2227-1309
Abstract
This study explored the relationship between colour and image of packaging on consumer perceptions and purchase intentions of convenience food and consisted of two parts. The first part was a questionnaire and interview to explore consumer opinions and the second part was a questionnaire completed by 200 participants in UK and China. The results of both parts of the study showed that consumers were influenced by the colour of packaging; red was most associated with the food being tasty and green was most associated with the food being healthy. The presence of appropriate images can enhance these effects. The work has implications for the design of packaging for convenience food and could play a role in changing consumer behaviour.
Metadata
Item Type: | Article |
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Authors/Creators: |
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Keywords: | colour; design; packaging; food |
Dates: |
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Institution: | The University of Leeds |
Academic Units: | The University of Leeds > Faculty of Arts, Humanities and Cultures (Leeds) > School of Design (Leeds) |
Depositing User: | Symplectic Publications |
Date Deposited: | 08 Apr 2019 12:16 |
Last Modified: | 04 Jul 2019 11:42 |
Published Version: | https://aic-color.org/page-18064 |
Status: | Published |
Publisher: | AIC - International Colour Association |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:144640 |