Dynamics of Industrial Revolution 4.0: Digital Technology Transformation and Cultural Evolution –
Wulandari et al (eds)
© 2021 The Author(s), ISBN 978-1-032-04451-4
Theory of consumption value in identifying the role of color in product
labeling
W. Swasty & M. Mustafa
Universiti Sains Malaysia, Pulau Penang, Malaysia
ABSTRACT: Consumption Value Theory constructs that color is one of the packaging elements
that affects the assessment of food products. This theory argues over the causal effect of functional
vs. emotional value in product labeling. The main limitation of using colors in product labeling
is that it helps with brand identification but fails to provide functional value when its consumers
are seen to be driven by emotional value in choosing the product. Previous studies on Consumption Value Theory focus mostly on luxury products but not much is discussed on small medium
enterprise (SME) products. Therefore, this study will provide information on the functional and
emotional value of color in food product labeling in the SME industry. This study uses a mix-mode
approach to investigate the Consumption Value Theory to explain the role of color and design and
employ the theory of consumption value to help explain the role of color in the product labeling of
food packaging.
Keywords: Consumption Value Theory, product labeling, color, SME product, packaging
1 INTRODUCTION
Product labeling and packaging are the most visible aspects at the point of purchase. While color is
the most visual cue of product packaging since it is the first factor to be noticed by the consumer.
Color selection in packaging plays an important role and has a significant impact in attracting
consumers attention as it stimulates different aspects of emotional arousal (Beneke et al. 2015).
Designers can utilize the use of color as a visual sign for product decisions by understanding how
consumers interpret single-cue representations (Kauppinen-Räisänen & Jauffret 2018).
Many other elements of packaging, such as color, shape, material, and aesthetic appeal may
also potentially influence product consumption value (Silayoi & Speece 2007). However, the main
limitation of using colors in product labeling is that even though it helps with brand identification
it fails to provide functional value when consumers are driven by emotional value in product
selection. This research examines the emerging role of color as value creation in the context of
product labeling. There are two primary aims of this study: (1) to examine the importance of colors
and their role within branding and value creation; and (2) to map the effect of colors with functional
and emotional value and their causal effects on branding. Hence, this paper attempts to address
the research question by investigating the theory of consumption value to help explain the role of
color in product labeling in packaging.
1.1 Working definition
This study will look at and employ certain terms based upon the Consumption Value Theories
and other significant design theories to help uncover and explain the issue within the scope of
the research. A number of working definitions were identified specifically for the research. The
phrase “consumption value” will be used in this study to describe the consumer or customer value
as a basis in a marketing perspective. The theory of consumption value is a famous theoretical
162
DOI 10.1201/9781003193241-30
Wulandari et al (eds)
© 2021 The Author(s), ISBN 978-1-032-04451-4
Theory of consumption value in identifying the role of color in product
labeling
W. Swasty & M. Mustafa
Universiti Sains Malaysia, Pulau Penang, Malaysia
ABSTRACT: Consumption Value Theory constructs that color is one of the packaging elements
that affects the assessment of food products. This theory argues over the causal effect of functional
vs. emotional value in product labeling. The main limitation of using colors in product labeling
is that it helps with brand identification but fails to provide functional value when its consumers
are seen to be driven by emotional value in choosing the product. Previous studies on Consumption Value Theory focus mostly on luxury products but not much is discussed on small medium
enterprise (SME) products. Therefore, this study will provide information on the functional and
emotional value of color in food product labeling in the SME industry. This study uses a mix-mode
approach to investigate the Consumption Value Theory to explain the role of color and design and
employ the theory of consumption value to help explain the role of color in the product labeling of
food packaging.
Keywords: Consumption Value Theory, product labeling, color, SME product, packaging
1 INTRODUCTION
Product labeling and packaging are the most visible aspects at the point of purchase. While color is
the most visual cue of product packaging since it is the first factor to be noticed by the consumer.
Color selection in packaging plays an important role and has a significant impact in attracting
consumers attention as it stimulates different aspects of emotional arousal (Beneke et al. 2015).
Designers can utilize the use of color as a visual sign for product decisions by understanding how
consumers interpret single-cue representations (Kauppinen-Räisänen & Jauffret 2018).
Many other elements of packaging, such as color, shape, material, and aesthetic appeal may
also potentially influence product consumption value (Silayoi & Speece 2007). However, the main
limitation of using colors in product labeling is that even though it helps with brand identification
it fails to provide functional value when consumers are driven by emotional value in product
selection. This research examines the emerging role of color as value creation in the context of
product labeling. There are two primary aims of this study: (1) to examine the importance of colors
and their role within branding and value creation; and (2) to map the effect of colors with functional
and emotional value and their causal effects on branding. Hence, this paper attempts to address
the research question by investigating the theory of consumption value to help explain the role of
color in product labeling in packaging.
1.1 Working definition
This study will look at and employ certain terms based upon the Consumption Value Theories
and other significant design theories to help uncover and explain the issue within the scope of
the research. A number of working definitions were identified specifically for the research. The
phrase “consumption value” will be used in this study to describe the consumer or customer value
as a basis in a marketing perspective. The theory of consumption value is a famous theoretical
162
DOI 10.1201/9781003193241-30