Caso de estudio sobre la percepción del color del empaque de productos de limpieza para el cabello
DOI:
https://doi.org/10.29105/vtga4.1-783Keywords:
color, elegancia, erotismo, lujo, modernidad, producto de limpieza para el cabelloAbstract
This article is a descriptive case study applied to 100 people, potential consumers of hair cleaning products in which the relationship of colors with elegance, eroticism, luxury and modernity is analyzed. A basic experiment was applied in which 7 shampoo containers of the same brand but in different colors were presented and they were asked to relate the concepts with a package taking into account their color. The results indicate that each concept has a predominant color in the perception of the group, elegance black, eroticism red, luxury golden and modernity blue. A theoretical framework is presented with the bases of the stimuli, perception, neuromarketing and the relation of the colors with the 4 concepts used based on a study carried out by Heller in the year 2000. It serves as a basis for making color decisions of a package as an extrinsic attribute of a product.
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