2025, Vol. 6, Special Issue 3

In today’s increasingly digital marketplace, packaging colour has evolved from a simple aesthetic choice to a critical visual cue that shapes online consumer behaviour. Unlike traditional retail settings where customers interact with tangible products, online shoppers rely heavily on visual signals particularly colour to form judgments about quality, trustworthiness, and desirability. This study adopts a secondary research methodology to explore how packaging colours influence consumer decisions in e-commerce environments. By synthesizing findings from recent literature in marketing, colour psychology, and digital retail, this paper highlights the psychological associations consumers make with specific colour palettes and how these perceptions vary by product category, device interface, and cultural context.

Key insights reveal that warm colours (e.g., red, orange) often evoke excitement and appetite, making them effective for indulgent or impulsive purchases, while cool tones (e.g., blue, green) tend to convey trust and health, ideal for wellness and tech products. The study also examines underexplored dimensions such as the impact of screen type, resolution, and digital interface on colour perception factors that can significantly alter how packaging is viewed across devices. Additionally, it identifies major gaps in current research, such as the absence of standardized guidelines for digital colour optimization and limited understanding of cross-platform and cross-cultural effects.

By consolidating diverse academic and industry perspectives, this paper offers a conceptual framework for understanding how packaging colours function as both strategic and operational tools in online branding. The findings serve not only to inform future empirical research but also to guide marketers, designers, and e-commerce professionals in crafting colour strategies that resonate with digital consumers and drive engagement in virtual marketplaces.