In a world where people today makes faster and faster decisions, the role of the package in the decision-making process, is more vital than ever. The differene between having a package that is easily being discovered on the shelf, can be the difference between to sell your product or not. David Lassing, project manager at the advertising agency Ord & Bild, has given us the task to find out how the consumers are affected by the colors of a package.

We have done an qualitative study to find out how experts thinks a good package can attract the customers interests just with the colors. Our data from this study has then been compiled and analyzed to give us the information we needed for this assignment.

Our conclusions from writing this thesis are that a company can differentiate their package, and because of this find competitive advantages if they manage to create a strong connection between their color of the package and brand. This will give the product a great advantage in the decision-making process in the store. It will then be enough for the customer to see just the color of the package, to know from which supplier the product belongs to.

Another conclusion is that a package works as a company’s identity to the customers. It also works as the silent salesmen on the shelf and attracts attention to the product. A well designed package should work as a messenger for the company, and deliver their core values and attitudes.