PERCEPTION & PACKAGE GRAPHICS How Psychology Influences Consumer Choices

摘要

The significance of color as a value applied to health, fashion, cosmetics and culture is well documented. The fact that package designers use color and shape to influence consumer purchases is therefore no surprise. Visual sensations are received through the senses, leading to discernment, comprehension, education and, ultimately, experi-ence and communication. The way we interpret and appreciate the information that reaches us through our senses is influenced by our circumstances. The way we live, our level of education, values, events in our lives and our physical condition all have a bearing on our perception of what we see and our response. Our values influence what we perceive; we have a natural visual response bias that is based on our training, upbringing, education and life experiences. For example, our color values provide the basis for a negative response to taboo products or color combinations. We are very likely to be suspicious of green meat, black carrots and brown toothpaste.