par Delaby, Valérie ;Balikdjian, Alexandra ;Pohl, Sabine
Référence BAPS (28 mai 2010: Université Libre de Bruxelles)
Publication Non publié, 2010
Poster de conférence
Résumé : Today’s consumer is surrounded with teasing stimuli more colored than ever. Few studies are devoted to the color stimulus impact on the perception of product attributes such as the taste, the quality or even the price. However, each published study demonstrates the differential influence of the products, when taking their color(s) into account. The aim of the present study is to evaluate the influence of the packaging color on the perception, the evaluation and the choice itself. The novelty of this study lies in the fact that the attribution, by the subjects, of any attributes for the products has to be done from the color of its packaging, only from a visual contact with the product. In this purpose, a questionnaire has been constructed and proposed to a sample of 175 subjects. The results show clearly the impact of the color on the perception of the attributes proposed to analysis. We knew already the importance of color and packaging when testing, namely tasting, food. Now we realize that simply seeing the color of the packaging influences the perception of some attributions upon the consumers. This experiment adds to all that is known about the packaging color. The choice of a color has to consider the congruence between the message proposed by the color and the intrinsic characteristics of the product. This congruence appears to be the real guide of the consumer’s choice.

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