How do Local and International Tourists Perceive (Un) Common Colours on SME Food Souvenir Packaging in Bandung?

Abstract

Background The packaging colour conveys a message or information about contents such as predicting the taste/flavour of unseen contents. Previous studies have a better understanding of consumer attitudes towards food packaging colours. However, few studies approached consumer attitudes from a design or art and humanities perspective. Using colour on package design allows small and medium-sized enterprises (SMEs) to set a higher retail price and to create a premium look that is proper as a souvenir. This study uses a qualitative approach to discover the extent to which the perception of (un)common colours in packaging vary across two different consumer types. Methods One-on-one interviews were conducted to explore personal opinions. The purposive and snowball sampling techniques were used since this study focuses on tourists purchasing food souvenir products. This study involved small samples of 32 individuals (16 local tourists and 16 international travellers). During the interview, three sets of souvenir food packaging were shown to participants as stimuli. Data was coded with descriptive coding (open coding). Coding began by categorising the data using descriptive labels. The second analysis phase was the interpretive phase by axial coding. Results Both local and international groups perceived common and uncommon colours on packaging can create four functional values: brand searching and identification, colour strategy in branding, consumer attention, and brand positioning and competitive advantage. However, participants evaluated common and uncommon colours differently for emotional value creation. When more uncommon colours for both product categories and variants are used, additional perceptions may emerge. Additionally, the more common (congruent) colour, the more representative and informative the packaging design, which highlights the functional value. However, the uncommon colours give more emotional engagement. Conclusions There were differences in the functional value perception across two groups when common colour was applied to packaging. However, there was slight difference between two groups in the emotional value perception when applying the uncommon colour for packaging. Even though this study focuses on SME food souvenir packaging, the findings may have implications for other products' packaging displayed on the shelves. This research contributes to scholarly knowledge by bringing attention to the differences between diverse types of consumers. Limited to a qualitative approach, this study lacks generalisation toward the population and needs to identify a sizeable number of participants and nationalities.