Objective - systematically review the role of colors within branding and value creation in food packaging and offer a novelty overview related to brand identification and value creation.

Methodology - The literature review is adopted by collecting data from three main databases addressing color and packaging in a food context. This study followed the Preferred Reporting Items for Systematic review and Meta-Analysis (PRISMA) 2020 Protocols guidelines. This paper aims to benefit the knowledge by analyzing 37 eligible articles in thematic analysis using the software NVivo12.

Finding - The main two themes identified are message communication and taste perception or expectation. Consumers evaluate color on food packaging and associate it with tasting or other communication. Consumers' buying decisions of food products should be informed by packaging color. Color on food packaging conveys product properties and can be applied to make a healthy product more appealing. The finding has shown that visual cues are more essential compared to informational cues if considering healthy and low-fat nutrients.

Novelty - This paper shows the important contributions to the literature on food packaging color and emphasizes the multidisciplinary nature. It highlights the crucial theories, themes, and perspectives.

Type of Paper - Review

Keywords: Color; Packaging; Food; Brand; Value; Systematic Review

JEL Classification: D02, M31.

URI: http://gatrenterprise.com/GATRJournals/GJBSSR/vol10.4_5.html

DOI: https://doi.org/10.35609/gjbssr.2022.10.4(5)

Pages 267–284