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The majority of the colour associations for red, yellow and blue, remain the traditional citations although the colour associations appear to be evolving. Maybe after 40 years it is time to test the colour associations against today's society.

3.5) Packaging and colour

For many consumers in low involvement, the package is the product, particularly because impressions formed during initial contact can have lasting impact. As the product attribute which most directly communicates to the target consumer (Nancarrow et al,, 1998), the design characteristics of the package and especially the colours need to stand out in a display of many other offerings.

Many consumers today shop under higher levels of stress, and tend to purchase fewer products than expected (Herrington and Capella, 1995). Products are usually chosen without prior planning, representing a form of impulse buying (Hausman, 2000). A package that attracts consumers at the point of sale will help them make a quick decision. As the customer's eye continually looks at a range of packages, different new packages can be noticed against the competitors. When looking for a product in the supermarket, the differential perception of the colours present on the package may make the difference between identifying and missing an item (Herrington and Capella, 1995).

According to Rettie and Brewer ,the recall of package elements is likely to be influenced by their lateral position on the package, as well as by factors such as colour.

Colour selections and their application may assist consumers with their purchasing behaviour ( Van De Laar and Van Den Berg- Weitzel 2003).

For example, when a consumer needs to replace a routinely item, the consumer scans the supermarket shelves for the packaging colour then confirms the correct product choice by reading the brand name.

Consumers have developed a habit of using colour as a means of gathering information. Thus, colour must be considered as having an important role in marketing, advertising and academic research.

4) The influence of colour's packaging in consumer decisions

4.1) Consumer decision making in packaging

Consumer decision-making can be defined as a mental orientation characterizing a consumer's approach to making choice (Lysonski et al, 1996). Four main packaging elements can affect consumer purchase decision and they can be separated into two categories: visual and informational elements. The visual elements consist of graphics and size/shape of packaging, and have more to do with the affective side of decision-making. Informational elements relate to information provided and technologies used in the package, and are more likely to address the visual side of decisions.

Fast Moving Consumer Goods (FMCG) can be defined as the products that are sold quickly at relatively low cost.

Most FMCG are low involvement products. In low involvement, 'consumers do not sear本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。