The power of color on packaging

The power of color on packaging as a medium to attract customers´ purchase decision is an issue that should be explore seriously. Color can be use as a weapon to attract consumers´ attention and induce purchase decision. The rationale of this study is to examine the power of colors to influence the customers´ purchase decision. The strategic management of colors deals with effective and serious plan as well as an important component in designing a good packaging. Effective color on packaging is vital as this phenomenon was found in the previous study to contribute to enhance stronger brand reputation. This study is very significant presently because a study of colors on packaging is still limited and this study could provide an insight for the packaging designers as well as the manufacturers to produce good packaging with right combination of colors. This paper also seeks to investigate the need to understand consumers´ preference towards colors in order to correctly design the packaging colors. Three independent variables were chosen related to color elements such as age, gender and culture. This study will reports on the findings of 100 Malaysian customers through mall intercept survey at the Queensbay Shopping Mall in Penang. The analysis of this research holds importance to those packaging designers as well as the manufacturers in developing effective packaging.