Abstract

Food packaging color influences consumer purchase decisions. Due to evolving market and consumer perceptions, design and packaging research must continue, notwithstanding earlier studies. Using a multiple card-sorting methodology, this study explores how consumers view and perceive (un)common color palettes in food packaging. The study used a quantitative approach and, using convenience sampling, involved thirty-two participants. The study used three primary pure hues of four different saturation and brightness levels and three color schemes that create color palettes. A total of thirty-six cards were used as stimuli for open-free and closed-sorting tasks. A thematic analysis was performed by exploring the word cloud using Nvivo12 software. The study revealed that uncommon colors can give a novel and modern impression as the color schemes are not often used on food packaging. The study has also shown what color palette to use and avoid by combining hues, saturation, and brightness in food packaging design to create certain functional or emotional values. It also suggests the application of palettes in food packaging (as in banana chip packages). The study provides insights into how colors can effectively communicate a desired value when designing food packaging.