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Form(ar) färg smakutvärderingen -En kvantitativ studie kring färg och forms påverkan på smakutvärdering


The design of packages is something that product manufacturers put great effort on. The package is often the consumers' first interaction with a product and consumers judge the product based on the package. A common way to evaluate a package design is to let respondents look at a package and answer which attributes they think the product has. This paper wants to take this evaluation a step further, i.e. it examines if consumers experience differences in taste between two identical products that have different package designs. In our experiment the package design is manipulated by having either circles or triangles on the package, and by altering the colour of the package between red and blue. The purpose is to observe if there is any sensation transference, i.e. if the attributes of the package are transferred to the product itself. The paper examines to what extent colour and shapes affect the evaluation of taste in two product categories, soda and cookies. We also analyze if there is any interaction between shapes and colour. The present study is relevant for package designers and marketers who want to know how colour and shapes affect the perception of products. The experiment was conducted with four different package designs and 245 respondents. Our results show that certain colours are associated to a greater extent with our product categories, which is an important aspect to consider. Red packages give a better evaluation of taste for cookies than blue packages. However, this result could not be found for soda, which indicates that colour affects taste evaluation to different extents in different product categories. No significant differences could be found between the evaluation of taste of packages with circles and packages with triangles. Neither could any interaction between shapes and colours be found.

Författare

Cecilia Nordström Hang Nguyen

Lärosäte och institution

Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

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