Strategic Use of Colour in Brand Packaging
Strategic Use of Colour in Brand Packaging
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DOI：
10.1002/pts.2061
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发表时间：
2014-08-01
影响因子：
2.6
通讯作者：
Kauppinen-Raisanen, Hannele
中科院分区：
文献类型：
--
作者：
Kauppinen-Raisanen, Hannele
本文探讨了鲜为人知的问题，包装颜色的功能，特别是颜色如何帮助捕捉消费者的注意力，并影响在购买点的看法。通过对色彩相关研究的梳理，首次揭示了包装色彩的多样性和多重功能。该研究还开发了一个理论基础，并提出了一个框架，结合包装颜色的功能和它们之间的相互关系。通过这种方法，该研究有助于总结现有知识，并指出知识差距和未来研究的途径。此外，这项研究强调了营销人员和管理人员在尝试开发品牌识别时需要考虑的方面。版权所有（C）2014约翰威利父子有限公司
This paper explores the little-known issue of the functions of packaging colours, specifically how colours help to capture consumers' attention and affect perceptions at the point of purchase. By surveying colour-related research, the study makes a first attempt to highlight the multifarious nature and multiple functions of packaging colour. The study also develops a theoretical base and proposes a framework that incorporates the functions of packaging colours and their inter-relationships. By having this approach, the study contributes to the field in terms of summarizing the existing knowledge and pointing out gaps in knowledge and avenues for future research. In addition, the study highlights aspects for marketers and managers to consider in their attempts to develop brand identity. Copyright (C) 2014 John Wiley & Sons, Ltd.