Title: Extracting attractive packaging colours to affect the customers' subconscious using data mining

Authors: Marjan Kaedi; Mahsa Alinia

Addresses: Faculty of Computer Engineering, University of Isfahan, Azadi Sq., Hezarjarib St., Isfahan, Iran ' Faculty of Computer Engineering, University of Isfahan, Azadi Sq., Hezarjarib St., Isfahan, Iran

Abstract: In impulsive shopping, proper packaging of a product attracts the consumer and makes that particular product outstanding among its counter parts on the same shelf. Colour is one of the major elements in packaging design. In food products packages, colour convey subconscious information regarding quality, taste, pleasure and even the price to the consumer. The objective here is to determine which one of the colours or their combination, on food products like as cakes, biscuits, and milk would lead to an increase in sales of the products' categories. Here for each of the food products, some brands with similar quality, price and commercialisation are selected. Then, the proper colours for packaging of each of the products are extracted using data mining. The results indicate that the extracted colours can contribute to distinction between slow-seller and best-seller brands by 21%; therefore, the use of such colours would increase the products' sales.

Keywords: packaging colours; consumer preferences; subconscious information; data mining; impulsive shopping; attractive colours; product packaging; packaging design; food packaging; food products; cakes; biscuits; milk; consumer behaviour.

DOI: 10.1504/IJBIDM.2016.081865

International Journal of Business Intelligence and Data Mining, 2016 Vol.11 No.3, pp.229 - 241

Received: 08 Jul 2016
Accepted: 14 Nov 2016
Published online: 29 Jan 2017 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article