Colour Design for Carton-Packed Fruit Juice Packages

WEI, Shuo-Ting, OU, Li-Chen and LUO, M. Ronnier (2009). Colour Design for Carton-Packed Fruit Juice Packages. In: Undisciplined! Design Research Society Conference 2008, Sheffield Hallam University, Sheffield, UK, 16-19 July 2008.


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The present research studies the relationships between observers’ expectations for 7 fruit juice packages and the colour design of the package. To do this, a two-stage experiment was conducted. At the first stage, we studied perceived colours for the fruit images shown on each package. At the second stage, fruit juice packages with 20 package colours were rated using 5 bipolar scales: colour harmony, preference, freshness, naturalness and product quality. The experimental results show that the observers tended to perceive fruit image colours lighter and more saturated than those measured using colour measuring instruments. Using factor analyses, we classified the 5 bipolar scales into 2 factors: Product Preference and Freshness. Package colour design was found to have significant impacts on both factors: similarity in chroma and hue between package colour and perceived fruit colour would lead to high product expectations.

colour design; colour harmony; product expectation; perceived image colour

Item Type: Conference or Workshop Item (UNSPECIFIED)
Depositing User: Ann Betterton
Date Deposited: 24 Aug 2009
Last Modified: 20 Aug 2015 02:56

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