Original scientific paper
https://doi.org/10.25027/ag.33.3.1
Perception and Impact of the New Packaging Brand Design on End Users
Marko Morić
orcid.org/0000-0002-1756-4166
; University North, Trg dr. Žarka Dolinara 1, 48 000 Koprivnica, Croatia
*
Laura Širol
; University North, Trg dr. Žarka Dolinara 1, 48 000 Koprivnica, Croatia
Anja Zorko
orcid.org/0009-0008-0405-9727
; University North, Trg dr. Žarka Dolinara 1, 48 000 Koprivnica, Croatia
Nikolina Bolčević Horvatić
orcid.org/0009-0000-3147-8443
; University North, Trg dr. Žarka Dolinara 1, 48 000 Koprivnica, Croatia
* Corresponding author.
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, suc-cessful 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.
Keywords
packaging; product design; branding; visual identity.
Hrčak ID:
342466
URI
Publication date:
29.12.2025.
Visits: 519 *