Beyond Freshness: How Packaging Color Influences Consumer Behavior | 25, Issue 20 — Specialty Coffee Association

The divide began to collapse between the artists and literary types who handled advertisements and the businessmen and engineers who designed products and packaging. Researchers studied consumer responses and developed theories about the psychology of color. Advertising executive Earnest Elmo Calkins launched a package design studio within his firm... See more

With packaging now a vital part of the product proposition, innovative brands in the online direct-to-consumer (D2C) market are giving customers more than just a product, they’re using packaging to deliver an experience

As goods circulated independently in the world, no longer attached to producers or shopkeepers, packaging helped stockists and patrons evaluate the offerings. Labels promised standard quality and purity and predictability; they ascribed character to otherwise nondescript contents; they were a “tool for simplifying and speeding decisions”; they temp... See more