Wpływ barwy i etykiety opakowań na postrzeganie produktu – wyniki badań empirycznych

Mariusz Wszołek , Krzysztof Moszczyński , Mackiewicz Paweł

Abstract

Colour and label influence on package image Summary: In order to test hypothesis of colour and label influence on package image we modified digital pictures to deliver imitations of brown, translucent and green glass bottles of two beer brands (Żywiec and James Boag’s). Each one of six 60-person respondent groups was exposed to one picture and asked to answer to 10 open questions (related to direct impressions, image of brand, product and consumer, product specs and colour of glass). Obtained answers were categorized. The categories were grouped according to the label in case of 9/10 questions (PCA biplots). The results strongly indicate dominant role of label influence on package image. Keywords: package design, colour, label influence, communication study, communication research, PCA, package image.