The Influence of Color and Shape of Package Design on Consumer Preference: The Case of Orange Juice

Abstract

Building on existing research regarding product packaging and the factors that have the most notable influence on buying preference, pricing and other elements of bottled orange juice, this study expands understanding of how two key factors, color and shape, build synergy and influence consumer attention and ultimately their purchasing choices. This research used three field studies to isolate and test the effect of color and shape on the product’s perceived quality, consumer’s preference and pricing. The results presented here, and the consequent discussion may provide useful insight for design and marketing managers when setting prices and selecting packaging color and shape for creating synergy and augmenting quality perception and buying preference.