Impact of Color Psychology on Consumer Perceptions and Preferences for Coffee Packaging

Abstract

Color possesses the unique ability to evoke emotions and perceptions, thereby significantly impacting consumer behavior. The present study endeavors to delve into the intricate relationship between color psychology and the impact it wields on consumer preferences of coffee packaging. By understanding the nuances of color psychology in the context of coffee packaging, this study will explore the responses elicited by different colors, their perceived flavors and ultimately the insights on consumer preferences when it comes to coffee packaging. Four different experimental stimuli of existing coffee packaging were created for displaying colors of packages. Stimuli responses were observed to identify consumer expectations on the basis of intensity that is “acidity” and “sweetness”, liking, flavor and purchase intent from 78 selected participants. Hypothesis were set up and later justified in order to conclude the main effects of color on the interactions of sensory and hedonic judgements. The psychology of color has been found to influence values such as flavors, attractiveness and purchasing intent among others. Color of the coffee packaging, liking and flavor have been found to be highly correlated. The findings of this research can help coffee brands to strategically leverage packaging design to enhance brand recognition, market sales and most importantly improve consumer engagement.