Published date: Jan 08 2025

Journal Title: KnE Social Sciences

Issue title: The Bandung Creative Movement 2023 – Enhancing Collaboration In Arts, Design And Craft For Sustainable Creative Industries: Sustainable Design

Pages: 1 - 8

DOI: 10.18502/kss.v10i2.17870

Wirania Swastywirania@telkomuniversity.ac.idVisual Communication Design, Telkom University, Bandung

Muhizam MustafaUniversity Sains Malaysia, Pulau Penang

Josua Boyke William JawakInstitut Teknologi Del, Toba

Food packaging design relies heavily on the strategic use of color, as it has the potential to influence consumer perception and buying behavior. An important consideration is whether incorporating uncommon colors in food packaging design is a good strategy. Several research pertaining (un)common colours in food packaging have been conducted. This paper presents the findings from expert validity following the card sorting task that has been done. This expert validation used quantitative and qualitative approaches. The experts were asked to give agreement on each item based on a 3-point scale. They were also asked to evaluate the findings critically and provide feedback. We found the experts agree on all categories, except tasty, which is neutral. This paper describes uncommon color definitions according to experts and the overall evaluation of uncommon color applied on banana chip packaging. Implementing uncommon colors in food packaging design has several benefits for the community, including helping products stand out on store shelves and convey a distinct brand personality or image.

Keywords: colors, expert validity, food packaging, uncommon colors

[1] Yu L, Westland S, Li Z, Pan Q, Shin MJ, Won S. The role of individual colour preferences in consumer purchase decisions. Color Res Appl. 2018;43(2):258–67.

[2] Sousa MMM de, Carvalho FM, Pereira RGFA. Colour and shape of design elements of the packaging labels influence consumer expectations and hedonic judgments of specialty coffee. Food Qual Prefer. 2020;83(February):103902.

[3] Garaus M, Halkias G. One color fits all: product category color norms and (a)typical package colors. Rev Manage Sci. 2020;14:1077–99.

[4] Swasty W, Mustafa M. Colour as branding and value creation in SMEs food souvenirs in Bandung. Universiti Sains Malaysia; 2023.

[5] Caretta MA, Pérez MA. When participants do not agree: Member checking and challenges to epistemic authority in participatory research. Field Methods. 2019;31(4):359–74.

[6] van Esch P, Heller J, Northey G. The effects of inner packaging color on the desirability of food. J Retail Consumer Serv. 2019;50(March):94–102.

[7] Lyons SJ, Wien AH. Evoking premiumness: How color-product congruency influences premium evaluations. Food Qual Prefer. 2018;64(October 2017):103–10.

[8] Yusoff MSB. ABC of content validation and content validity index calculation. Educ Med J. 2019;11(2):49–54.

[9] Elangovan N, Sundaravel E. Method of preparing a document for survey instrument validation by experts. MethodsX. 2021;8( July 2020):101326.