| This study was designed to add the body of literature that investigates the influence of packaging design, specifically color, on consumer decision-making. This study is unique because it used original three-dimensional packaging as stimuli to collect data. Cue utilization theory was used to guide the investigation of packaging design color as a cue for product quality and product performance as an influence on consumer purchase intent.;This benchmark study exploratory in nature synthesized color, packaging design as an influence on consumer decision-making as an introductory mean of investigating packaging design as the new advertising.;Approximately 80% of purchase decisions are made at the point of sale and the role of packaging has shifted to include advertising the contents becoming the "silent salesman." With a new reliance on packaging design to persuade consumers at the shelf, it is important for packaging design to be studied as an influence on consumer behavior.;Tangible three-dimensional packaging was used along with a 72-item questionnaire to investigate the general research question: Do surface graphics/packaging color (extrinsic cue) influence consumer decision-making and the intent to purchase?;Results indicated that consumers utilize packaging color to make purchase decisions. Consumers receive non-textural information about the product from the packaging that helps the decision-making process. When consumers are faced with a multitude of product choices, especially in an unfamiliar product category, the packaging is a source of information. Blue and red packaging was more likely to be purchased than yellow, orange, green, or purple packaging. Yellow packaging was the least likely to be purchased, and its contents were perceived to have poor quality, poor shelf visibility, and low purchase intent.;Results also showed that color and product associations have an influence on the intent to purchase. Although red was indicated overall as a packaging color most likely to be purchased, red was the color packaging least likely to be purchased in the case of toothpowder.;Results indicated packaging color influenced consumer purchase intent and therefore color has an effect on product sales, market share, and profits.;More research is needed to augment these results that indicate color does influence the consumer's intent to purchase. Also, additional research could strengthen the results that the consumer's intent to purchase may be influenced by product and color association. And more research could solidify the relationship of color and product associations for products. |
