Another study by Husi´ c-Mehmedovi´ c et al. (2017) using eye-tracking technology contributes to
packaging design studies to explore which package features in the beer category (cans)influence
consumer attention and subsequent evaluation packages. The study shows that color might
determine—in the category of products that have a standard form (cans)— when color plays an
important role.
The relationship between color preference, gender identity, and personality traits was investigated
by Bonnardel and Lamming (2010). Making use of 16 stimuli of the D15 color vision panel test
displayed in triads on 4x4 cm cards, they argue that gender color preferences deliver the meaning of
distinguishing nature. Bonnardel et al. (2018) investigated the gender difference in color preference
among British and Indians young adults. Using 16 stimuli based on the Farnsworth D15 test in
triads on 4-cm squared cards, they confirmed a gender difference in both cultures. Zhang et al.
(2019) investigated the association between age, gender difference, and color preference in Chinese
adults by evaluating how much they prefer each of the 31 colors on a 9-point scale to provide color
perception in culture-specific characteristics.
The study by Krosse (2018) aims to explore which complementary warm and cold colors males
and females prefer the most in a color wheel. Then he investigates whether males and females
will give a higher rating for the colors taken from the first study related to their gender than the
colors that belonged to the other gender. The results found that both males and females gave higher
ratings to the two female colors (derived from the first study). In other words, the result indicates
no difference in color preference between males and females.
A pilot study was conducted to reveal the most important color factor to apply for package
design. From a questionnaire of 110 respondents, it was revealed that 41% of them mostly agree
that color should inform the flavor/variant of the product, followed by brand identity factor (31%),
and product category factor (26%), respectively.
Studies focusing on gender differences regarding color preferences for the application in package
design seems to be scarce. Most studies focus on gender differences in color preferences in general.
Therefore, this study will only focus on color as the extant study pointed out that the most important
and attractive factor in packaging is the color element (Babolhavaeji et al. 2015). The objective of
this study is to reveal the gender differences in package design color preferences using eye-tracking
technology, as the extant study suggests gender differences were discovered and interpreted in terms
of visual attention (Cuesta et al. 2018). Another objective is to recommend what color factor best
to apply for package design (should it inform the product category or inform flavor/variant).
2 METHOD
2.1 Stimuli
The object of this study is a chocolate-flavored banana chips package design that only focuses on
color as a design element. There are four objects with different colors: yellow, brown, white, and
purple. The yellow color is associated with the banana product, brown is associated with coco
flavor, the white as a neutral color is associated with a private brand, and purple is the contrast
color to yellow that is not associated with both product and flavor.
2.2 Subjects
This study was aimed at adolescents and young adults, ages 15–30 based on the classification of
Yarlagadda et al. (2015). Forty people participated as respondents who were selected randomly.
There were 20 male and 20 female participants. Respondents who participated were required to
have normal color vision (as tested by the Ishihara Pseudo-isochromatic Plates) and minimum
vision -3D (still clear without using glasses so that the data obtained is valid).
2.3 Procedure
First, participants were given instructions to assess the color of the packaging that was suitable for
the packaging of chocolate-flavored banana chips based on their preference. The instructions were
158
packaging design studies to explore which package features in the beer category (cans)influence
consumer attention and subsequent evaluation packages. The study shows that color might
determine—in the category of products that have a standard form (cans)— when color plays an
important role.
The relationship between color preference, gender identity, and personality traits was investigated
by Bonnardel and Lamming (2010). Making use of 16 stimuli of the D15 color vision panel test
displayed in triads on 4x4 cm cards, they argue that gender color preferences deliver the meaning of
distinguishing nature. Bonnardel et al. (2018) investigated the gender difference in color preference
among British and Indians young adults. Using 16 stimuli based on the Farnsworth D15 test in
triads on 4-cm squared cards, they confirmed a gender difference in both cultures. Zhang et al.
(2019) investigated the association between age, gender difference, and color preference in Chinese
adults by evaluating how much they prefer each of the 31 colors on a 9-point scale to provide color
perception in culture-specific characteristics.
The study by Krosse (2018) aims to explore which complementary warm and cold colors males
and females prefer the most in a color wheel. Then he investigates whether males and females
will give a higher rating for the colors taken from the first study related to their gender than the
colors that belonged to the other gender. The results found that both males and females gave higher
ratings to the two female colors (derived from the first study). In other words, the result indicates
no difference in color preference between males and females.
A pilot study was conducted to reveal the most important color factor to apply for package
design. From a questionnaire of 110 respondents, it was revealed that 41% of them mostly agree
that color should inform the flavor/variant of the product, followed by brand identity factor (31%),
and product category factor (26%), respectively.
Studies focusing on gender differences regarding color preferences for the application in package
design seems to be scarce. Most studies focus on gender differences in color preferences in general.
Therefore, this study will only focus on color as the extant study pointed out that the most important
and attractive factor in packaging is the color element (Babolhavaeji et al. 2015). The objective of
this study is to reveal the gender differences in package design color preferences using eye-tracking
technology, as the extant study suggests gender differences were discovered and interpreted in terms
of visual attention (Cuesta et al. 2018). Another objective is to recommend what color factor best
to apply for package design (should it inform the product category or inform flavor/variant).
2 METHOD
2.1 Stimuli
The object of this study is a chocolate-flavored banana chips package design that only focuses on
color as a design element. There are four objects with different colors: yellow, brown, white, and
purple. The yellow color is associated with the banana product, brown is associated with coco
flavor, the white as a neutral color is associated with a private brand, and purple is the contrast
color to yellow that is not associated with both product and flavor.
2.2 Subjects
This study was aimed at adolescents and young adults, ages 15–30 based on the classification of
Yarlagadda et al. (2015). Forty people participated as respondents who were selected randomly.
There were 20 male and 20 female participants. Respondents who participated were required to
have normal color vision (as tested by the Ishihara Pseudo-isochromatic Plates) and minimum
vision -3D (still clear without using glasses so that the data obtained is valid).
2.3 Procedure
First, participants were given instructions to assess the color of the packaging that was suitable for
the packaging of chocolate-flavored banana chips based on their preference. The instructions were
158