Alex Rendón Alín

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ABSTRACT

Color psychology is a field of study that is aimed at

analyzing the effect of color on human perception

and behavior, the results of several studies show that

colors and feelings are not accidentally combined,

protected and contained and branding is about how

the characteristics of the product are communicated

to the consumer through the brand, but if we pay

attention, it is clear that the two disciplines are in fact

deeply rooted. brand packaging unquestionably

provides the visual appeal of the product to the

customer in the product design process, from the

initial research to the development of the brand

concepts and message through the execution of the

design idea and finally to the production of the

Psicología del color es un campo de estudio que está

dirigido analizar el efecto del color en la precepción

y la conducta humana, lo resultados de varios

0002-5499-9644

https://orcid.org/0009-0004-9001-5747

estudios muestran que colores y sentimientos no se

combinan de manera accidental que sus asociaciones

no son cuestiones de gusto, sino experiencias

universales profundamente enraizadas desde la

infancia de nuestro lenguaje y nuestro pensamiento.

producto a través de la marca sin embargo si

prestamos atención , resulta evidente que ambas

disciplinas están en realidad muy enraizadas .el

packaging de la marca proporciona indiscutiblemente

el atractivo visual del producto dirigido al cliente en

el proceso de diseño de mismo, desde la

investigación inicial hasta el desarrollo y de los

conceptos y el mensaje de la marca pasada por la

ejecución de la idea del diseño y finalmente la

producción del propio packaging.

impact of the product on the customer, therefore all visual communication activity is

structured based on the compositional management of lines, shapes and colors.

These factors have motivated that the present work has as purpose to exalt the

importance of the psychology of the color in the design and therefore reinforcing the

strategies in the field of the advertising, we have considered the psychological aspect

that causes each color in the minds and emotions of the receiver, let's remember that

we all are visual at the moment of choosing a product, good or service, since the

influence of the color not only is located in drinkable or edible products, but also when

observing the marks represented by logos, this fact of observation becomes decisive at

the moment of the election in diverse commercial scopes.

The present work covers mainly the psychological effect of color in the minds of the

consumer, according to the study conducted all people are governed by colors and these

in turn betray their personality and mood, thanks to this we can define the

characteristics of the various existing target groups without discarding their habits and

even their intellectual level.

The contrast of color in brands has a captivating effect on the receiver, knowing how to

mix warm and cold colors in a measured way without creating visual noise and chromatic

saturation, these details are responsible for the products to remain in the first places of

acceptance in current times.

For the realization of this article, several researches have been made about multiple

areas involved in packaging design, such as graphic design, color psychology, advertising

and branding.

The packaging must contain, persuade, present and inform, and the design must allow

easy identification with the product, that is to say, the name must be relevant to what

the packaging is offering.

that packaging is branding, that packaging represents the manifestations of the brand and

that the brand lives and is realized thanks to the packaging. For the end user, packaging

is part of the product, it is what generates trust and development, loyalty towards the

product, to achieve brand loyalty is the real challenge of the packaging designer.

Packaging and its design have come to play an increasingly relevant role in the branding

exercise, as it is not only concerned with the need to contain and protect a product,

packaging has become more sophisticated and today plays a key role in the branding

process. (HARRIS 2011).

Branding and packaging have a life cycle, which means that there is a need to regularly

evaluate and modify certain aspects to maintain a brand, among its attributes we can

count the brand personality which is governed by the influence of the lines and geometric

competition. Existing brands are better known in the market and consumers have

already made their associations, good or bad, a new brand does not have that burden

and represents a blank slate to be placed in front of customers. In order to stand out

from the competition, new brands often opt for a different approach to those adopted

by similar products. If this strategy is successful, it may happen that, over time, the

designs. Then a redesign or repositioning can be undertaken considering the increase in

competition in an economic and global way, as a second point we can teach the

emergence of exaggeratedly segmented markets, in addition to the short life cycles of

Emotional design. Colors are visual elements that are part of the brand identity, they

can provoke different types of emotions, colors attribute to a product, personality and

noble. The same green can seem healthy, poisonous or soothing. A radiant yellow or

hurtful. No color appears isolated, each color is surrounded by other colors. An effect

involves several colors that convey sensations and emotions in consumers (Héller 2017).

MATERIALS AND METHODS

The present investigation used the mixed method, which is the Quali-Quantitative

method, in order to study the social environment, describing each of the variables

presented in this work. As for the techniques, the descriptive exploratory technique can

be mentioned.

The research design or the way of collecting information will be the basis for the relevant

results. In the present project, the population will be taken as the total number of people

residing in the Tarqui Parish of the city of Guayaquil, who represent 2'7000,000

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colors of the same which should be very careful with modifications in the packaging if it

is well positioned. The following results were obtained on the fixation of the packaging

in which the consumers surveyed gave a result that is more given in the fixation of the

brand, followed by the content of the same, in the fixation of expiration and finally the

nutritional information of the same that gives us as information that the consumer each

recommendations of the mass and by habit that have been buying the product from

The results obtained are relevant as the presentation of the product that if only a brief

change is made, such as presentation, typography, texture, or packaging, the consumer

has changed despite these did not undergo changes in the same. The most striking colors

were given the blue because it is a color of fidelity, fantasy, and in turn a cold and

intellectual color, in turn the yellow color of tradition of optimism and energy, the brown

color, and finally the orange shows feelings, exotic or also known as orange red, as it is

demonstrated once again that the name of a brand should be easy to remember,

pronounce and visualize, secondly the presentation of the same gives much to say and

elegance The recognition of the packaging is given by full labeling that helps the packaging

to be recognized in second term attributes, such as durability and finally its resistance in

the physical and climatic protection of the same. The results of the survey are very clear,

consumers are becoming more and more demanding in packaging and it is very clear

that they are looking for clarity from manufacturers that are more specific such as traffic

lights, calorie nutrition, quality and credibility of the same and not having bad information

or misleading advertising of the same.

CONCLUSIONS

We can affirm that color is the main motive of attraction, motivation and stimulus to

reach the creation of Branding and Packaging, since without it there would be no visual

appeal.

team or the brand of a mass consumption product, this is due to affective factors that

are inherited from generation to generation as a result of habits and family traditions

very accentuated due to the positioning and positioning and its strategies directed mainly

to the emotional aspect, an example of this is the boom that today has the

Neuromarketing which uses all possible resources being the main protagonists the five

It is recommended to study and analyze color in branding and packaging by translating it

into tangible sketches such as 3D, commonly called Dummies before any market launch,

color according to the target group to be conquered.

REFERENCES

Blanca Bernal, E. (2014). Bogotá Colombia: EDITORIAL OINDE S.A. Market

Ernesto de la Torre, V. (2014). Madrid Spain: Mc Graw Hill. Introduction of

Javier Diaz, L. (2013). Mexico DF: Iceberd Editores. Marketing keys for small and