Colours and typography in facial wash packaging design : impact on brand personality and purchase intent.

• Main Authors: Chua, May Sijia., Koh, Angelynev Chwee Min., Lo, Becky Pui Ki., Loh, Jia Hui.
• Other Authors: Yeoh Kok Cheow
• Format: Final Year Project
• Language: English
• Published: 2011
• Subjects: DRNTU::Social sciences::Communication
• Online Access: http://hdl.handle.net/10356/44941
• Institution: Nanyang Technological University

This paper examines how colour and typography affect consumer perception of brand impression through two studies. A content analysis was first conducted to gain a greater understanding of current design trends and patterns in the market for facial wash packaging design. An experiment was subsequently conducted to test whether these trends yield positive brand impressions as measured using likability and Aaker’s brand personality framework. The experiment findings showed that the influence of visual cues on brand sincerity and brand competence do not have sufficient impact on purchase intent. Therefore, there is a need for organisations to market their products in a more holistic manner if they want to strengthen these brand personalities. In addition, this study established the importance of colour in product packaging design. Specifically, the use of multiple colours on a product design can help fortify the brand impression of a product. The type of colour combinations used on a product also positively impacts brand impression. Theoretical implications were explored in this study as well. In particular, we provided empirical evidence that brand personality may be a predictor of likability.