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The impact of colour is acknowledged, yet empirical studies on colours with marketing implications are rare. The paper seeks to advance our understanding of the role of package colours in consumers' product experiences by studying the relationship between colour meanings and product. It also aims at offering insights into the meanings associated with colours in a product context.

Understanding of package colours was elicited by applying the preference‐consumption difference interview technique. The data were analysed applying means‐end chain. Accordingly, it was possible to detect, not only the multifunction played by package colours, but also meanings that colours conveyed at different abstraction level. As colour research within marketing was fragmented and no such colour theory exists, the paper developed a theoretical framework for the paper.

Based on the evidence, the proposed framework is further elaborated so that it could better capture the connections between colour and consumers' product experiences. Hence, the paper supports the significance of the functions emphasised by past research and uncovers the qualitative connections between packages colour meanings and product type.

Future research should extend the size of the sample, types of products, geographical area, and colours.

The evidence shows that colours should be carefully considered when launching new brands or, indeed, when brand packages are redesigned, the multifunction of colours should be taken into consideration.

The paper covers an area neglected by past research, which has implications for understanding consumers' brand preferences.

Social media has emerged as a prominent platform for marketers and brands to disseminate brand-related information. This study aims to investigate the impact of color congruence between themes and background on marketing effectiveness, focusing specifically on Instagram.

A laboratory experiment was conducted to investigate how color congruence between themes and background in brand posts influences flow and aesthetic experience, subsequently affecting marketing communication parameters such as brand attitude, visit intention, and eWOM on Instagram. Moreover, Adidas Originals was selected as the focal brand, and blue and white color was chosen as the primary color palette for the experimental material.

This study demonstrates that color congruence, regardless of brand layout or post, significantly influences flow and aesthetic experience, subsequently affecting marketing effectiveness.

This study contributes to the theoretical understanding of congruence theory and social media marketing, providing valuable insights for brands to enhance their communication through photographs and effectively manage their official Instagram accounts.

The purpose of this study is to identify the influence of perceived brand color emotions on perceived brand creativity, assess the influence of perceived brand creativity on utilitarian and hedonic values, measure the impact of hedonic and utilitarian values on brand loyalty and evaluate the role of different theme park color schemes in influencing these relationships.

The study modeled the proposed relationships by analyzing data from an online survey using partial least squares structural equation modeling. Respondents were presented with different color schemes to induce certain emotions before answering questions.

The results showed that the valence and arousal of emotions incited by various colors lead to a perception of creativity for theme park products, which then influence both utilitarian and hedonic values and thus brand loyalty. When the model was compared for seven different color schemes for a theme park brand, differences seem sporadic rather than systematic.

The online nature and timing of the study may have prohibited authentic reactions from consumers as the US theme park industry is currently in its recovery mode.

While the results did not identify a specific preferred color scheme, theme park executives should continue using a variety of color combinations to generate visitor perceptions of novelty and creativity that would impact their perceived hedonistic and utilitarian values.

The study empirically tests color influences on a brand’s perceived creativity and its consequences on a brand’s utilitarian and hedonic values and brand loyalty.

This study aims to understand the specific attributes of a brand’s color identity in an investigation of the relationship between color identity, brand association and other factors, including brand loyalty.

Focus group interviews and open-ended questions were used initially to create items for the survey. After excluding insincere responses, 781 responses to the questionnaire were used for the analysis. Structural equation modeling was performed to test the hypotheses.

The results reveal that sub-factors that comprise the color identity construct are closely related to the components of brand association. All components of brand association, including brand attribution, brand benefits and brand attitude, were shown to have a positive impact on brand self-identification. In turn, brand self-identification was shown to have a positive impact on brand loyalty.

The generalizability of the study’s findings is limited insofar as only three components of the visual identity of the airline company under study – its logo, airplane exteriors and cabin attendants’ uniforms – were used for the color image analysis.

In marketing, color choices play a critical role in building brand identity as they positively affect a company’s brand association in consumers’ minds. Previous studies on airline brands have focused mainly on systematic factors related to service, prices and scheduling.

Regarding brand identity, color is an important factor in visual communication. Among the psychological functions of color, it has a communication function that can most directly and effectively deliver message and meaning of a company to consumers.

The purpose of this paper is to identify the chromatic approaches in dynamic brand identities, describing and analysing new trends, patterns or shared strategies which seem to be taking place and renunciating the consistent use of corporate colours in some brands.

The research consisted of a qualitative visual content analysis, based on the comparison and scrutiny of 50 dynamic visual identities, verifying the changes that their colours would undergo in their numerous forms of representation and the symbolic associations these would carry. This analysis was performed using three different studies.

The results show that colour in dynamic brands does not follow any consistent pattern regarding its application and none of the most common colour harmonies seem to be an obvious strategic preference.

This research provides insights for brand managers to look at how this dynamic positioning can be successfully implemented without affecting recognition whilst establishing or maintaining customer loyalty, and for brand designers and marketers to clarify how brand guidelines will explain the usage of such colourful approaches.

This paper is a contribution to the knowledge of how a traditional visual element such as colour is being combined, deconstructed and reassembled in the context of modern visual identities. Three patterns are identified, and two of them draw attention to the apparent unnecessity of colour consistency and the way this may affect the relevance of colour in transmitting certain meanings.

This article aims to determine how packaging colour (hue, saturation and brightness) for a healthy food product might influence children's evaluation of the packaging and their attitude towards the brand.

An experiment involving 157 children (7–12 years of age) features a within-subject, factorial design. The product selected for this experiment is an unknown brand of orange juice.

Each colour dimension on packaging exerts an impact on children's evaluation of the packaging and attitude towards the brand. Therefore, the colour featured on packaging can be an effective lever for action to ensure and enhance children's healthy diets.

Further research should investigate these effects across additional product categories, brands and colours.

Packaging is an important marketing tool that influences children's evaluation of the packaging and attitude towards the brand, especially at the point of sale. To understand and exploit these packaging colour effects appropriately for healthy products, it is crucial to understand the effects of various packaging colour dimensions.

Little prior research has addressed the effects of packaging on children's responses, especially by accounting for multiple colour dimensions. Nor has extant research identified how packaging colour dimensions can affect children's evaluation and brand attitude. Especially in consideration of the growing problem of childhood obesity, it is important to give marketers effective ways to promote healthy products.

The purpose of this paper is to examine the effects of product display based on colour, discount and brand on retail pleasure, arousal, flow, perceived merchandise quality, time spent, satisfaction and patronage intentions in both 3D and 2D interfaces. This study uses the flow theory and stimulus-organism-response framework to understand the effects of product coordination methods and interface dimensions on consumers’ emotional, cognitive and behavioural outcomes.

This study conducted a 2 (interface: 3D and 2D) × 3 (product coordination method: colour, discount and brand) between-subjects experimental design. The coordination of display refers to the way products are arranged based on similar properties, such as similar colour, discount or brand. 3D stores were designed using Mockshop, a 3D virtual retailing software. A total of 144 US female college students from various universities participated in the study.

The findings showed that the 3D interface produced higher flow, satisfaction, time spent and patronage intention than the 2D interface. Also, among the six display scenarios, participants who were in the colour-coordinated 3D store showed the highest levels of emotional, cognitive and behavioural outcomes except for retail pleasure and arousal.

This study investigates product display based on colour, discount and brand in both 3D and 2D interfaces. Although product coordination methods have been tested in 3D stores in previous studies, they have not been compared with their effects in the 2D interface such as online shopping sites. Therefore, this study fills in this gap in the literature, which can guide retailers in making the right decisions for visuals.

Packaging design has the power to convey persuasive and functional benefits, thereby inducing the brand preference as per empirical studies, but not much has been studied in detail about aesthetic aspects of packaging. This study is a careful attempt to understanding the influence of aesthetic elements—colour, illustrations/images/pictures and information representation’s influence on consumer brand preference for ready-to-eat (RTE) product category of pav bhaji.

The data for this study have been collected in two phases; phase 1 was a quantitative research where structure Google form was used while in order to elite consumer responses regarding their preferences structured interview was conducted in phase 2. Twenty-five respondents were selected using snowball sampling, who were approached for understanding how aesthetic element influenced their brand preference.

This research could help in identifying various underlying subthemes within the three major themes of aesthetic element in packaging. By utilising these, packaging modifications could be made to increase brand preference.

In case of RTE segment, in-store decisions are mostly take in spurn of minutes, hence making it one of essential topics of research. The findings of this research can contribute in placement of correct element in appropriate position to grab consumers’ interest leading to brand preference.

The purpose of this study is to examine if consumers have substantially common color preferences in hospitality uniforms for destination brands. Employee uniforms with their dimensions of style, material and color are a crucial part of the coordinated brand message of a business or a destination; however, this has been a void in tourism and hospitality literature. Current visitors to Hong Kong were studied using intercept surveys in four different groups controlling for potential confounding factors. Although results reveal the common perception and preference for black-white-formal uniforms for Hong Kong’s hospitality industry across different treatment groups as well as different cultural groups, implications and discussions are provided as a call for further research in this venue of inquiry.

This is a cross-sectional study using a site intercept survey with structured questionnaires on Chinese and international travelers in Hong Kong. Four different surveys were used as different treatments for four groups of respondents that were randomly assigned into each group. Each group was presented with a different default pair of male and female uniform pictures for the initial evaluation on the first page of the survey, followed by a list of uniforms with different colors and styles on the second page of the survey to select and evaluate their own pairs of male and female uniforms.

Results revealed that consumers’ general favorite colors may not apply to their preferences for the employee uniforms for a destination they visit. Also, there were similarities in the favorite color and choice uniform color for the three general culture groups, such as Chinese, Asia-Pacific and Western consumers, included in the study. Besides, findings implied that Hong Kong may be a strong brand with a uniform color preference for hospitality uniforms for different consumer segments.

This study needs to be considered as an exploratory attempt to bring researchers’ attention to the several questions still to be answered by future research. The results and discussions provided in this study are beyond being robust or conclusive; insights about potential brand connotations with employee uniform colors need to be taken as potential leads for future studies because there is a need for further study in this area.

The importance of hotel employee uniforms for quality hotel experience was the highest for the Chinese group, whereas it was the lowest for the Western group. Chinese and Asia-Pacific respondents placed more importance on uniforms as a cue for a quality hotel experience, which signal a higher level of involvement in visible cues in the consumption environment. Hence, hotels as well as destinations catering to these groups need to take their market segment preferences into consideration before making decisions about brand cues for their products.

There is a lack of attention to the color aspect of service encounter in tourism and hospitality literature. Therefore, color needs attention from researchers as a new venue of research in tourism and hospitality, especially in the tourism destination context. This study is a spearhead to generate interest by intriguing questions for future attention from researchers.

This research aims to examine the impact of brand design elements (logo shape, brand name, type font and color) on brand masculinity and femininity perceptions, consumer preferences and brand equity.

This research empirically tests the relation between brand design elements, brand masculinity and femininity and brand preferences/equity in four studies involving fictitious and real brands.

Brand design elements consistently influenced brand masculinity and femininity perceptions. These, in turn, significantly related to consumer preferences and brand equity. Brand masculinity and femininity perceptions successfully predicted brand equity above and beyond other brand personality dimensions.

Although this research used a wide range of brand design elements, the interactive effects of various design elements warrant further research.

This research demonstrates how markers of masculinity and femininity that are discussed in the evolutionary psychology literature can be applied to the brand design of new and existing brands.

This research considers the impact of multiple brand design elements (logo shape, brand name, type font and color) and involves a wide range of brands and product categories.