This is an outdated version published on 2025-12-29. Read the most recent version.

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

Authors

  • Marko Morić University North, Trg dr. Žarka Dolinara 1, 48 000 Koprivnica, Croatia Author https://orcid.org/0000-0002-1756-4166
  • Laura Širol University North, Trg dr. Žarka Dolinara 1, 48 000 Koprivnica, Croatia Author
  • Anja Zorko University North, Trg dr. Žarka Dolinara 1, 48 000 Koprivnica, Croatia Author https://orcid.org/0009-0008-0405-9727
  • Nikolina Bolčević Horvatić University North, Trg dr. Žarka Dolinara 1, 48 000 Koprivnica, Croatia Author

DOI:

https://doi.org/10.25027/ag.33.3.1

Keywords:

packaging; product design; branding; visual identity

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.

Published

2025-12-29

Versions

Issue

Vol. 33 No. 3 (2025): Acta Graphica

Section

Original Scientific Papers

How to Cite

Perception and impact of the new packaging brand design on end users. (2025). Acta Graphica, 33(3), 89-95. https://doi.org/10.25027/ag.33.3.1