The effect of packaging color on product sales

Abstract

Packaging is an effective sales tool that directly affects the marketing of a product and allows the product to be transported, stored and used. A successful packaging, which ensures that the physical properties of the product are preserved until it reaches the consumer, acts as a silent seller by attracting attention in the retail environment in line with contemporary shopping habits. In addition, the form, the material, the way of use and the graphic elements on it and the packaging are a promotional item that reflects the product identity. Packaging shows structural and visual changes depending on the product type and marketing conditions. The images on the packaging create logical and emotional associations about the product, encouraging consumers to buy. Packaging directly affects purchasing behaviors. Different colors used in the packaging create different purchasing situations for people depending on the age, gender, mood and race of the person. In this study, different packaging and designs in different colors were shown to a sample group of 100 people and the psychology of purchasing behavior (bitter, spicy, chocolate, death, clean, dirty, etc.) created in the group was examined. As a result, it was determined that the effect of color on purchasing varies between 80-100% for different products.