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A brand visual appearance is very crucial to consumers especially in today's visual-obsessed society, where consumers have more choice and less time than ever before. This is why, it has never been more important for marketers to invest in the design and look of their product or logo.

When shopping, consumers are confronted with too much choice and the packaging and colour play an important role into this choice.

Colour plays a crucial part of business and marketing at both strategic and tactical level and organisations will pay colossal amounts of money to build and improve, so that colours thought of appropriate will be associated with both the company and its variety of products. It can be so successful that in some cases a colour will be immediately related to the organisation on question.

Every major organisation will are developing and designing corporate colours that reproduce the values and products of the organisation in consumers' minds. In this way it will be hoped that the use of colours will help the customer instantaneously recognise the organisation and perceive it as being competent, contemporary and truthful.

Packaging is very important and a colossal amount of time and money is spent on consumer packaging colour design, trying to get colour combinations that exceed expectations. “Computer technology has helped a great deal in all areas of product research as 3D images can be portrayed and colours and shapes manipulated on the screen to ascertain a respondent's reactions. Such is power of colour that it would be extremely hard for us to imagine such well-known products in a different colour, such as green Mars bar, a blue Kit-Kat, a yellow Coca-Cola, a pink Heinz baked bean tin and black Kellogg's cornflake packets.”(Ray Wright 2006)

It has been estimated that packaging design plays a major role because it is often the only factor that can differentiate between two products (Buxton 2000; Rettie and Brewer 2000).

Actually, we can even go further and say that packaging is now being seen a new form of advertising (Furness 2003, The Silent Salesman)

2) Rational for chosen topic:

This study is selected to find out the factors which affect consumer decision while purchasing or selecting a certain colour packaged product. This research will explore the Technological, Cultural, Social, Personal and psychological factors have a big role in consumer buying decision and also how a packaging design and colour will affect and impact on buying decisions of consumers.

3) Statement of the nature of the problem

Because Colours and shapes express about 80% of all visual communication (LaCroix 1998), consumers are getting used to employing colour as a means of amassing information. Thus, colour plays an important part in marketing and advertising and especially in packaging.

Researchers have spent more than four decades studying the attitude of consumers in the marketplace (Petty, Cacioppo and Shuman 1983). This area is now called and known as consumer 本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。