The influence of colour and image on consumer purchase intentions of convenience food

Abstract

This study explored the relationship between colour and image of packaging on consumer perceptions and purchase intentions of convenience food and consisted of two parts. The first part was a questionnaire and interview to explore consumer opinions and the second part was a questionnaire completed by 200 participants in UK and China. The results of both parts of the study showed that consumers were influenced by the colour of packaging; red was most associated with the food being tasty and green was most associated with the food being healthy. The presence of appropriate images can enhance these effects. The work has implications for the design of packaging for convenience food and could play a role in changing consumer behaviour.