The recently published study titled “Influence of Food Package Color and Food Type on Consumer Purchase Intention: The Mediating Role of Perceived Fluency” focuses on shopping preferences. really interesting results revealed.

Color used in food packaging According to this study, which examines whether the type of food and nutrition influences people’s purchase of these products, packaging colors can strongly influence our perceptions and decisions.

Before we move on to the findings, let’s talk about the methodology of the study.

As part of the study, two separate studies were conducted and the total 456 participants was included.

In both studies, participants were randomly divided into four groups. type of food (pleasure food (unhealthy food) and virtuous food (healthy food)) and color packaging To measure the relationship between (warm colors vs. cold colors), the factors were determined as 4 separate groups.

The first study chocolate desserts and vegetable salads and the second investigation has begun grains (whole wheat and chocolate) took place.

Participants were then asked to imagine different colored packages containing certain types of food (chocolate dessert, vegetable salad, whole grain cereal, chocolate cereal) while shopping in a supermarket. Change in purchase intentions according to packaging colors They were asked to specify this.

So what do the results say? Warm colors increase sales of unhealthy food.

As a result of the research, red and orange Warm colors make delicious but unhealthy foods more attractive and it is said to increase our desire to purchase such food.

So it is no coincidence that the waffles are presented in red packaging!

On the other hand, like green and blue cold colors healthy but perhaps not so appealing foods, such as vegetable salads be more attractive to consumers offers.

According to the research, these colors are messages of freshness and health can communicate more effectively.

The reason why colors have such a big impact is that our brains associate these colors with certain emotions.

According to research, the fact that our eyes and brain have no difficulty processing certain colors makes us feel positive emotions and increases our desire to purchase. If this is the case perceived fluency It has been said.

Looking at the results, this effect, called perceived fluency, is in warm colors for unhealthy food, for healthy food in cool colors appears to have been provided.

In short, in this study Color choices for packaging It appears to play an important role in determining how products are perceived by consumers and how they influence their purchasing decisions.

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