Color harmonies in packaging

Abstract

Abstract The goal of this research was to determine whether or not there was a difference between consumer preferences for color harmonies for products where external labels and visible product existed simultaneously. Using established color theory, transparent packages containing visible products with colored labels were evaluated. Eye tracking metrics and overall preference testing were used to assess these products. Eye tracking data yielded quantitative data that was statistically analyzed using analysis of variance. A post experiment survey was given to participants to collect demographics and additional data was completed through chi‐squared tests for association. No significant difference was found between color harmonies and preference, nor was there significance for the eye tracking metrics. These results of no significance are ideal for designers because it gives them the freedom to use their judgment when designing packaging labels. © 2016 Wiley Periodicals, Inc. Col Res Appl, 42, 50–59, 2017