Perception and impact of the new packaging brand design on end users

Abstract

The theoretical section examines the roles of packaging in marketing, graphic design and emotional branding.
Furthermore, the influence of logo colours on brand perception is analysed, drawing on theoretical concepts and data
obtained from a conducted survey. The respondents demonstrated a clear tendency to associate specific colours with
certain industries and showed a willingness to interpret colours as indicators of quality, reliability, and emotional
closeness to the brand. The results reveal that logo colour most frequently affects the first impression, evokes brand
personality, and differentiates it from competitors. Although colour is not always a decisive factor in consumer
decision-making, it remains a crucial component of visual identity. In conclusion, successful branding in a digital and
globalised market requires a thoughtful and strategic approach to colour selection, grounded in psychological and
cultural aspects of perception and mindful of the target audience and market context.