INFLUENCE OF COSMETIC PACKAGING' COLOR ON PRICE PERCEPTION AND CONSUMER PREFERENCES

Abstract

During the purchasing process, the consumer confronts several packaging designs of different colors carrying or conveying sensory messages; the consumer then interprets these messages and it’s at this moment which several factors intervene (affective, effective and conative elements). In this research, we focus more specifically on the vision, sense generated first by the consumer at the perception of a product’ packaging design. For this, we chose a cosmetic product packaging (deodorant) for our study, we will present images of packaging in different colors to participants, and after they have to answer to a questionnaire. Thus, we will study the perception and the preferences of colors according to the consumer gender, the colors impact on the perception of products price, and information’s memorization