Impact of Packaging Colors on Consumer Emotional Response “Monster Case”
DOI:
https://doi.org/10.47187/mktdescubre.4.E.E..69Keywords:
Neuropackaging, Eye tracking, Color psychology, Packaging, Attention, NeuromarketingAbstract
The study analyzes the impact of packaging colors on the visual tension and emotional response of the consumer, taking Monster Energy packaging as a reference. An experimental quantitative design is applied, using the Tobii Pro Spark biometric equipment and a sample of 50 participants exposed to eight containers for five seconds. The results show that the black container obtained the longest fixation duration (1.39 s), the fastest initial engagement (0.61 s) and the highest number of revisits (2.5 s), consolidating itself as a perceptual reference. In contrast, the variants, violet, red and white, registered a lower visual impact, while the green, pink and light blue colors reached intermediate values, without displacing the relevance of black. It is concluded that the chromatic choice significantly influences the perception and memory of the brand, confirming the role of black, as a symbolic and emotional class, within the visual strategy of Monster Energy.
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