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Impact Of Packaging’ Color On Pharmaceutical Product Perception And Consumer Beliefs

Author

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  • AMEL ARABI

    (FACULTY OF ECONOMICS AND BUSINESS ADMINISTRATION, WEST UNIVERSITY OF TIMISOARA, ROMANIA)

Abstract

Design packaging and in particular its color is often evoked by the consumer as a reason justifying the desire or not to consume the offered product. Colors are considered as a dominant component of design. They are one of the most immediate ways to deliver messages. Indeed, studies have shown that color can retain attention, affect consumer perception, stimulate emotional responses, and improve learning. This article studies the impact of packaging color on consumer behavior towards analgesic. How consumer perceive a packaging of medication, and how the associative learning influences his beliefs towards the efficiency of a medication, and also we study the impact of the prior experience on the association color/design judgments towards the products. In our study we choose analgesic for its current use between individuals; we will present images of packaging in different colors to participants, after observing those images they have to answer to a questionnaire. Usually, individuals(consumers) they do not really have the choice to chose a packaging for a medication at a pharmacy, but if they are used to a specific medication, then they should be familiar with its packaging color; so we want to know if a different color for the same product packaging could have an influence on their beliefs towards the efficiency of it.

Suggested Citation

  • Amel Arabi, 2018. "Impact Of Packaging’ Color On Pharmaceutical Product Perception And Consumer Beliefs," Annals - Economy Series, Constantin Brancusi University, Faculty of Economics, vol. 2, pages 115-121, April.
    • Handle: RePEc:cbu:jrnlec:y:2018:v:2:p:115-121
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    References listed on IDEAS

    as
    1. Olivier Droulers & Bernard Roullet, 2005. "Pharmaceutical Packaging Color and Drug Expectancy," Post-Print halshs-00078563, HAL.
    2. Bernard Roullet & N. Ben Dahmane Mouelhi & Olivier Droulers, 2003. "Impact de la couleur de fond sur les croyances envers le produit: une approche multi-culturelle," Post-Print halshs-00077435, HAL.
    3. repec:hal:journl:hal-02023674 is not listed on IDEAS
    4. Holbrook, Morris B & Batra, Rajeev, 1987. "Assessing the Role of Emotions as Mediators of Consumer Responses to Advertising," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 14(3), pages 404-420, December.
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