英语论文网

Also, caution must be exercised in order to create packages that do not break on intellectual property, such as copyrights, trademarks or patents, held by others. (Richardson 1994).

Recent research by the Henley Centre (Frontiers, 1996) estimates that 73 percent of purchase decisions are made in the store; the design of packaging must play a key role at point of sale. “The pack design is the 'salesman on the shelf' (Pilditch, 1972)”, “ it should ensure that a brand stands out, is recognised, and is included in the products under consideration” (Connolly and Davison, 1996).

Good business is often about finding out consumer trends and forming a strategy that targets growth in key technologies and market segments to capitalize on these trends. As packagers and package printers, they need to be in tune with trends and changes in shopping habits in order to remain successful.

2.3 Role of colour in marketing

Research supports the importance of a brand's visual appearance to consumers. One study by the Institute for Colour Research revealed that people make a subconscious judgement about an item within 90 seconds of first viewing, and that up to 90% of that assessment is based on colour.

Another of their study study reveals that colour increases brand recognition by up to 80%.

Colour clearly plays an important part in catching the modern-day consumer's eye. According to the Henley Centre, 73% of purchasing decisions are now made in store. Consequently, catching the shopper's eye and delivering information efficiently are critical to successful sales. In today's world of infinite choices no brand can afford to ignore the impact of colour. More importantly, why would anyone want to give that potential advantage away to competitors?

Colours send a variety of signals about the person, place or thing they adorn.

Using this link between human emotion and colour to sell a product is certainly nothing new.

3) Objectives

The objective of this research is to investigate if the colours that are used in packaging do influence our (consumers) behaviour.

Understanding the effect packaging colour has on consumer decision- making would be as an introductory mean of investigating packaging design as the new advertising.

The study also examines how different colours influence consumer decision making, and ultimately, the consumer's intent to purchase. It focuses on packaging design from a communication aspect, not an engineering one.

We examine how packaging influences buying decisions for packaged soft drinks products. As we know, the package impacts the consumer. This is because of conflicting trends in consumer decision-making. On one hand, some consumers are paying more attracted to label information (Coulson, 2000). These consumers are more conce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。