Abstract

The purpose of this study is to contribute to the existing research in the field of packaging
and marketing and shed more light on the psychology of colors and their effect on packaging
and marketing. Nowadays, packaging is proved to be one of the significant factors in the
success of promoting product sale. However, there is a perceived gap with respect to the
different aspects of packaging, in particular the graphics, design, and color of packaging. The
current study provides a comprehensive overview of packaging. It elaborates on different
aspects of packaging and summarizes the findings of the most recent research conducted to
date probing into packaging from different perspectives. It also discusses the role of color,
i.e., the psychology of colors, and graphics in packaging and product sale. It is argued that
graphics and color play key roles in promoting product sale and designers and marketers
should attach a great deal of importance to color in packaging. The implications for
producers, marketers, practitioners, and researchers are discussed in detail and suggestions
for future research are provided.