THE RELATIONSHIP BETWEEN GUSTATORY - COLOR SYNAESTHESIA IN JUICE PACKAGING DESIGN AND CONSUMER PERCEPTION OF THE PRODUCT

Color is one of the factors that have a great impact on humans through human experiences of daily vision. Packaging is the most important factor in marketing success, as it is the first point of interaction with the product. The study was concerned with discovering how the consumer perceives the features of the products through the Gustatory-color synaesthesia in the juice package and its ability to convey the messages directed by the producing company to the customer. The results indicate that the public's expectations are affected by the intensity and saturation of the color of juices, as three of the four-color samples of the packaging used in the gradient where the results indicated a feeling of concentration in favor when presented with a gradient than a single color. We find from the results of the study that the color indication in the juice package facilitates the purchasing decision by 79.2% and has a significant impact on the choice of the product before purchasing by 70.6% of the sample, the results also indicate that 75.6% of the sample have color indications through which the taste of the product can be deduced before tasting it.