On today's market, it is crucial to deeply understand consumer needs, as the market is constantly changing and competition is becoming increasingly intense. The aim of the thesis was to comprehensively explore the importance of colors on packaging, analyze customer or respondent responsiveness to these colors, and precisely determine whether the selected color actually enhances the perception of the product and influences purchasing decisions. Various methodologies were used, including surveys, experimental studies, and analysis of market trends, to gain a comprehensive understanding of the role of colors in product marketing strategy. Additionally, psychological and cultural aspects related to colors and their impact on consumers in different geographic and demographic environments were examined. Our study thus yielded significant findings that can serve as a valuable source of information for companies in planning and designing packaging and marketing campaigns. The research began with a review of literature on colors, marketing, and familiarization with neuromarketing, as the lack of knowledge in this area guided further research using neuromarketing methods. To reveal precise consumer preferences, a group of respondents actively participated in testing and data acquisition using electroencephalography and completing subjective survey questions. This combination of objective and subjective methods provided a comprehensive insight into the cognitive processes that influence consumer responsiveness to colors and marketing stimulus.
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