Title: A study on colour harmony and consumer perception of shampoo packages displayed on screen

Authors: Mohammed Rajik Khan

Addresses: Department of Industrial Design, National Institute of Technology Rourkela, Rourkela, 769008, India

Abstract: This study aims to establish a relationship of package colour with colour harmony and consumers' perception of product quality. Specifically, it focuses on the package design of hair shampoo bottle generating observer's positive emotions and expectations. Forty shampoo bottle package stimuli with 10 different colours and 4 different images of packages were presented to 70 participants and their psychological responses for colour harmony, quality, liking and effectiveness were recorded using semantic differential method. Two major findings were identified, the first one being, colour harmony of shampoo bottle packages and liking are highly correlated with each other (R = 0.94 and p = 0.05) and with quality (R = 0.86 and p = 0.05 and R = 0.89 and p = 0.05) respectively. In the second finding, the differences in colour attributes like Chroma, Lightness, and Hue of package colours also affected the observer's responses towards the four semantic scales.

Keywords: package colours; shampoo bottle packaging; consumer perception; colour harmony; liking; effectiveness; chroma.

DOI: 10.1504/JDR.2022.125869

Journal of Design Research, 2022 Vol.20 No.1, pp.58 - 78

Received: 18 Sep 2021
Accepted: 17 Feb 2022
Published online: 30 Sep 2022 *