Colour

Trend: Colour is a key visual

The visual elements consumers identify as key for the brand, should retain the brand’s message when redesigning the packaging, because the strength of brand identification is closely related to these visual elements. In our research there was a clear trend, that the brand’s colour or the colour combination was perceived as a key visual element for all the brands.

Trend: Colour is used as a search cue

The respondents expressed how they used colour to search for and identify the brands on the supermarket shelves. One of colours’ advantages is that it can easily be seen from a distance, which makes it easier to use as a search cue, compared to other visual elements. In addition, we found colour to be an indicator for the

99 specific product category and variant, which helps the consumers to a more efficient purchase, as less mental effort need to go into the decision. This is supported in theory about colour, which points to colour as the first visual element to be noticed and key to attract attention (Danger, 1987B, Klimchuk and Krasovec 2013).

Trend: Degree of colour change

When changing the colour completely (either the entire background or the dominant colour) like we did for redesigns A1, A4, C12, and B1, it was perceived very negatively by respondents. These redesigns were placed furthest to the right on the change line, because the packaging was perceived as too novel. The respondents explained that they would believe the packaging to be a new variant, not a redesign of the original one. For this reason, they were not sure if they would be able to recognize the packaging, as they would normally search after the familiar brand colours. As a consequence, respondents’ associations and expectations for the product did not fit the new packaging. If this is the case in a real purchase situation, the habitual behaviour will most likely be disrupted and can turn the otherwise easy purchase into a mentally demanding task. In the end, this can lead to consumers seeking for brand alternatives.

Our respondents were more accepting, of the more moderate colour changes, which they found redesigns like A2, B3, B4 to be. These redesigns seemed to have maintained the familiar and well-trusted colour, while also introducing a new colour, or a modification of the original colour combination, which the consumer fond exciting. This indicates that a better fit between novelty and familiarity exists for these redesigns.

Nevertheless, the redesigns where the colour was kept constant, were still perceived more positive.

Trend: Brand identity

Many respondents expressed an avoidance for redesigns with a radical change in colour (as seen for A1, A4, C12, and B1), because they found it foolish to change trusted and well-known colours. They further found the credibility to the brand to decrease or for some even completely disappear. This response was especially seen for Coca-Cola, where the red colour has managed to become a really strong and distinctive key visual for the consumer, despite the fact that the cola category also is known for the red colour.

For this reason, change of colour can be more demanding in relation to having positive evaluations from consumers, because colour is found to be a really strong and recognisable element.

Trend: Different taste associations

Another trend was colour's ability to create expectations and association about the product, mostly in relation to taste and ingredients. This seems to be based on their previous experiences with that colour or brand.

Because of the personal experiences our respondents have had with the colour or brand, the interpretation and association of colour created various expectations. This was especially seen, if a new colour was introduced to the packaging, as seen for redesign B4 and C2.

100 Trend: Learned codes, category norms & similar colours shape the different taste associations For FMCG products there exist learned codes and category norms, which we found to affect and shape the various perceptions and responses to the redesigns. For instance, white coloured packaging was associated with light-products, and the use of red was often associated with a fruit flavour. In our literature review, learned codes and norms are described as playing a great role in today’s point of purchase decisions, because consumers are constantly exposed to marketing ads etc. that influence, shape and reinforce their associations.

Moreover, the use of colour similar or equal to the original design, were also found to shape the different taste associations (as was the case for redesigns B3, A2, and 4C) and were primarily perceived positively. In relation, the categorisation process should be mentioned. The categorisation process is about how consumer categorise new packaging on the basis of perceived similarity. If the redesign is similar to the previous packaging and to the category norms, it will reduce the duration time, mental efforts and uncertainty consumers may experiences in the decision process. In the end, this may well lead to more satisfying evaluations (Schoormanns & Robben 1997). Our study indicated that when making use of learned codes, category norms and similar colours that respondents have come to trust, they do not experience the same uncertainty in processing the redesigns. Furthermore, this kind of previous exposure seemed to have increased the familiarity and likability for these redesigns.

Trend: Colour and fluency

The last trend found, was the negative impact that colours can also have on the fluency of the packaging. For all brands, the redesigns where the contrast between foreground and background were minimal, were perceived negatively and often unacceptable for the respondents. Redesigns C12, C3, B9, B1 and A1 were given the highest score in the change model, as the respondents had difficulty seeing the brand logo. They further described the packaging as distracting and unpleasant to look at. As a result, the redesigns would demand more mental energy to interpret.

The theory on processing fluency also highlights colours ability to increase fluency and attract attention (Genco et al 2013). However, this was not something we found in our study. Working with change of brand leaders, colour was found to be most positively perceived, when it changed moderately or simply kept constant. However, on the basis on respondents’ comments, the colour combination of the three brand leaders is already found to contain high fluency.

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