Impact of Colours of FMCG Packaging on Consumer buying Behavior

Abstract

Colour influences human perceptions and invokes feelings and emotions in them. Around the globe, the meaning of colours changes according to cultures, places, traditions and other demographics. Colour preferences develop in humans from a very young age and change with age. Different colours have different emotions associated with them. Warm colours tend to increase arousal than cool colours. Colour is an important factor as far as branding is considered. The packaging colours of products speak for the product itself. Different products have stereotypical colours associated with them. Colours of FMCG product which are mostly bought on impulse based need to call out for customers. In this research, we have studied how colour influences the buying behavior of the consumers. Through this research, the colours tend to influence consumers based on different age groups has also been studied. This study can be used as an essential tool for FMCG businesses to increase the reach of their products among customers.