The Meaning of Colour on packaging. A Methodology for Qualitative Research Using Some Principles and Computer Image Manipulation

In this paper, first the relevance of packaging and its colour is discussed. Though this subject has been a research topic before, a methodology for researching this subject systematically and thoroughly, which is moreover based on theoretical assumptions is not available.

The Meaning of Colour on Packaging. A Methodology for Qualitative Research Using Semiotic Principles and Computer Image Manipulation.

Jetty Plasschaert andMarlies Wilms Floet   PQR (Plasschaert Quality in Research), The Netherlands

PRELUDE

Erik hurries into the supermarket with a shopping list which Ann, his wife, gave him. His two-year old daughter gives him company and is seated in the trolley. He does not like shopping, but if he does it quickly it is all right. He knows the supermarket very well, since he does the shopping here every week. The shopping list contains diapers, soda, detergent...

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