The Role of Color and Packaging Shape on Consumer Emotional Responses: A Neuromarketing Study With Eeg
DOI:
https://doi.org/10.59188/eduvest.v5i3.50961Keywords:
neuromarketing, consumer emotional response, packaging color, shapeAbstract
Packaging design, particularly color and shape, plays a crucial role in shaping consumer perceptions and emotional responses toward a product, ultimately influencing purchasing decisions. With advances in neuromarketing technology, the use of electroencephalography (EEG) enables researchers to objectively analyze how the brain responds to various visual elements in packaging, including levels of engagement and emotions evoked. This study aims to examine the impact of packaging color and shape on consumers' emotional responses using EEG, providing insights for companies in designing more effective packaging to attract attention and enhance consumer preferences. A qualitative descriptive method was employed to understand the influence of color and shape on consumer emotions. Data were collected through documentation, including observation notes, interview transcripts, video recordings, and literature reviews related to neuromarketing and packaging design. Thematic analysis was used to identify patterns of emotional responses, offering in-depth insights into how visual packaging elements affect consumer purchasing decisions. The findings indicate that color and shape play a significant role in eliciting emotional responses that influence consumer preferences and purchasing decisions. Bright and contrasting colors tend to attract attention and evoke positive emotions, while ergonomic and unique packaging shapes enhance emotional engagement and perceived product quality. This study confirms that visual packaging elements contribute to consumers' sensory and psychological experiences, which can be leveraged in marketing strategies to increase product appeal
References
BIBLIOGRAPHY
Alhamdi, F. M. (2020). Role of packaging in consumer buying behavior. Management Science Letters, 10(6), 1191–1196.
Ali, A., Soomro, T. A., Memon, F., Khan, M. Y. A., Kumar, P., Keerio, M. U., & Chowdhry, B. S. (2022). EEG signals based choice classification for neuromarketing applications. A Fusion of Artificial Intelligence and Internet of Things for Emerging Cyber Systems, 371–394.
Alsharif, A. H., Salleh, N. Z. M., Abdullah, M., Khraiwish, A., & Ashaari, A. (2023). Neuromarketing tools used in the marketing mix: A systematic literature and future research agenda. Sage Open, 13(1), 21582440231156564.
ARORA, C. (n.d.). Color Psychology: Understanding the Influence of Colors on Human Perception and Behaviour-A Review.
Consumer neuroscience as a tool to monitor the impact of aromas on consumer emotions when buying food, 11 Applied Sciences 6692 (2021).
Chen, J., Ning, C., & Chen, C. (2023). A systematic literature review of virtual embodied experience. Psychology & Marketing, 40(11), 2167–2185.
Chitturi, R., Londoño, J. C., & Henriquez, M. C. (2022). Visual design elements of product packaging: Implications for consumers’ emotions, perceptions of quality, and price. Color Research & Application, 47(3), 729–744.
Deng, L. (2022). The influence of curvature and proportion on emotional preference for human-machine interface design. Multimedia Tools and Applications, 81(30), 43581–43611.
Elkhattat, D., & Medhat, M. (2022). Creativity in packaging design as a competitive promotional tool. Information Sciences Letters, 11(1), 135–145.
Fajrina, N., & Pramesti, R. D. (2023). Peran Elemen Visual Sebagai Strategi Komunikasi Pemasaran Pada Kemasan Produk. Journal of Computer Science and Visual Communication Design, 8(2), 322–332.
Febrian, S. V., Abimanyu, M. R., Nulhakim, Y., & Latuny, M. I. (2024). Perancangan logo Abu Haidar dalam upaya peningkatan citra dan daya tarik konsumen. Cipta, 3(2), 117–130.
Ghorbani, M., & Westermann, A. (2025). Exploring the role of packaging in the formation of brand images: a mixed methods investigation of consumer perspectives. Journal of Product & Brand Management, 34(2), 186–202.
kui Yang, S., jun Chung, W., & Yang, F. (2024). Analyzing the packaging design evaluation based on image emotion perception computing. Heliyon, 10(10).
Kuo, L., Chang, T., & Lai, C.-C. (2022). Multimedia webpage visual design and color emotion test. Multimedia Tools and Applications, 81(2), 2621–2636.
Lestari, N. P. E. B., Santosa, N. A., & Suharno, A. R. (2022). Peran Ilustrasi Bertema Indonesia Pada Produk Minuman Terhadap Respon Emosi Konsumen Dalam Membeli Dan Memahami Produk. Jurnal Bahasa Rupa, 6(1), 11–19.
Mohamad, E., Faishal, M., Rahman, A. A. A., Desviane, S., Ramawan, A., Jamli, M. R., & Adiyanto, O. (2021). Safety and quality improvement of street food packaging design using quality function deployment. International Journal of Integrated Engineering, 13(1), 19–28.
Sari, Y., Satwikasari, A. F., & Adharani, Y. (2023). Preferensi Warna Dinding Ruang Dalam Pada Hunian Untuk Mengurangi Gejala Gangguan Mental Bagi Para Wanita Pascabersalin. NALARs, 22(2), 161–168.
Semenova, D., Kulikova, S., Shamgunova, Y. Z., & Molodchik, M. (2023). Measuring effects of packaging on willingness-to-pay for chocolate: Evidence from an EEG experiment. Food Quality and Preference, 107, 104840.
Shukla, P., Singh, J., & Wang, W. (2022). The influence of creative packaging design on customer motivation to process and purchase decisions. Journal of Business Research, 147, 338–347.
Sin, E. L. L., Wong, C. H. Y., Chau, B. K. H., Rauterberg, M., Siu, K. W. M., & Shih, Y.-T. (2024). Understanding the Changes in Brain Activation When Viewing Products with Differences in Attractiveness. Neurology International, 16(5), 918–932.
Su, J., & Wang, S. (2024). Influence of food packaging color and foods type on consumer purchase intention: the mediating role of perceived fluency. Frontiers in Nutrition, 10, 1344237.
Tseng, H.-Y., & Chuang, H.-C. (2024). An eye-tracking-based investigation on the principle of closure in logo design. Journal of Eye Movement Research, 17(4), 10–16910.
Xu, Z., & Liu, S. (2024). Decoding consumer purchase decisions: exploring the predictive power of EEG features in online shopping environments using machine learning. Humanities and Social Sciences Communications, 11(1), 1–13.
Yuan, W., Dong, Z., Xue, J., Luo, L., & Xue, Y. (2023). Which visual elements on packaging affect perceived credibility? A case study of in vitro diagnostic kits. Heliyon, 9(6).
Yusepa, W. Y., Kamilawati, A., Agesti, P. T., & Sanjaya, V. F. (2024). Peran Competitive Advantage Dalam Menarik Konsumen Di Pasar Lokal (Studi Pada Topshop Bandar Lampung). Al-A’mal: Jurnal Manajemen Bisnis Syariah, 1(2), 29–40.
Zhou, S., Chen, S., & Li, S. (2021). The shape effect: Round shapes increase consumers’ preference for hedonic foods. Psychology & Marketing, 38(11), 2051–2072.
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Dony Ari Nugroho
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
