Influence of colour and form in product choice : Cognitive ergonomics perspective

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Consumers’ product choice is influenced by product’s physical appearance to a great extent and therefore, a product’s market share is largely influenced by product aesthetics. An extensive consumer-product interaction takes place due to the outer appearance of the products. Visual sense is the most dominant in product-buying experience. The visual appearance of products plays a large role in decisive consumer response. Therefore, understanding the visual interest of consumers is very important.This visual attention or visual interest is captured by the physical attributes of products e.g. colour, form, texture, graphics, typography, detailing, etc. Among various physical attributes of a product, colour and form capture maximum visual attention and thus play significant role in consumers’ product choice decisions. Physical properties of products elicit certain appearance attributes which are contextual depending on the category of the product. Since we buy different products for different use, we perceive them differently and our visual evaluation differs depending on the context and category of the product. Following an extensive literature review, it has been observed that there is rarely reported empirical evidence regarding how people make choice of colour and form for a particular product and how consumers’ preference of colour and form varies from one product category to another.In the present research work, empirical studies were carried out in order to understand visual behavior of young Indian consumers which provided augmented valid results. The aim was to understand the choice making of products based on two important physical attributes, i.e. colour and form for few daily consumer products by the Indian student population. To achieve this aim, six objectives were set to carry out research step by step. Prior to conducting experimental research three hypotheses were formulated for ensuring an appropriate direction to the research work.
Supervisors: Debkumar Chakrabarti and Sougata Karmakar