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Other researchers have determined that packaging redesigns that apply colour and graphic extremely different from old packaging designs so much that it pushed the products beyond the acceptable region s of the product category, have negative effects on the attitude toward the package and the intent to purchase

4.5) Colour in advertising and Consumer Influence

It is a common practice to use colour in advertising to influence emotional and consumer behaviour (Lee and Barnes 1989; Schindler 1986). Unfortunately, there is limited empirical research investigating colour in advertising (Lee and Barnes 1989).

Researchers discovered that attention to advertisements increased when advertisements were printed in colour rather than black and White (Guest 1966; Lee and Barnes 1989; Schlinder 1986)

By citing old studies, research has perpetuated the concept that colour preferences differ between men and women. Yet, more resent researches refutes colour preference differences in gender when speaking more from a physiological aspect and less from a social, environmental, and cultural aspect( Schlinder 1986)

For example, exposure to certain colours (e.g red) yield virtually identical responses (increased blood pressure, eye blink frequency, and respiratory rate) for men and women (Bellizi and Hite 1992)

In addition there may be colour preferences differences between ethnic groups based on the differences on colour usage in print advertisements appearing in magazines that target black audiences and white audiences (Lee and Barnes 1989)

It has been concluded that advertisers are not utilising colour to improve advertising response, and further research is needed regarding colour preferences according to race and gender( Lee and Barnes 1989).

Furthermore, there is a need to examine ethnic and cultural differences in colour preferences and colour associations (Madden, Hewett, and Roth 2000)

4.6) Colour, culture and consumption

Colour ranks among the top three considerations, along with price and quality, in the purchase of an automobile. Colour is also an important component of many corporate and brand-building cues, such as logos, packages, and displays (Schmitt and Pan 1994). The effects of culture on the meaning associated with marketing cues (such as colour) are critical for international marketing managers. If the meaning associated with a colour or combination of colours is different across cultures, marketers may benefit from pursuing a customized strategy with respect to the colour associated with the brand, package, and so on. In contrast, when colour meanings are similar across markets, a standardized strategy is more viable. Although some studies have explored general colour preference (see Grieve 1991; Krishna 1972), few have dealt with differences in consumers' perceptions of colours based on their cultures (Bellizi and Hite 1992; Jacobs et al. 1991).

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