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Assess the role of colour in packaging
There is a belief among packaging experts that consumers can be convinced to buy, if the package that contains the product caters to the right senses. Designers have spent years, testing packages, doing marketing studies, logging reaction habits from various targeted groups, just to come up with the perfect appeal to their packages!
Colour of course, plays a very important role in these projects. It was not until after 1950 that much attention was even given to what the container of a product looked like. Most items were packaged in functional wrappers that were designed to protect and deliver. But that has all changed! These days, impulse purchasing makes up almost 75% of the consumer spending, and if the package fails to project the right message, it might be left sitting alone on the shelf.
Prior to the debut of a product, teams research such decisions as bold versus soft colours, what the type looks like, placement of packaging banners and how large the container should be. One thing for certain, the duller the product, the more the package will scream out to the consumer, BUY ME!
Because of colour trends and the ever-changing design taste of the consumer, the average life span of a package is two and a half years. If a company doesn't invest in repackaging efforts, the product itself will look like yesterday's news and the newer more current designed product will be more actively purchased.