Question

Suppose you are a consultant for a marketer who wants to design a new packaging for a premium chocolate for the high-income market. What color, logo, design graphics would you recommend? Give your suggestions an explanation. Use knowledge related to customer COGNITION to make the right recommendations.

Answer 1

High income market has a characteristic of purchasing attractive and high quality things than purchasing things which are value for money. The high purchasing power of this income group prefers premium commodities for consumption. The way a product is marketed, the level of satisfaction the product gives are all matters affecting the decision to buy a product.
The products which are aiming the high income group should be packed highly attractive. The cognitive behavior of the customer may surely think about the quality or standard of a product. But a product which is packed highly attractive can makes an impression of a quality product even if the consumer doesn’t know about the brand before. Using the colors of high wavelength will make the pack attractive and great graphics which merges into the design and color of logo will make a beautiful first impression in the mind of the customer. The image of the chocolate in the pack should be merging beautifully with the color selected on the design of the pack. Glowing maroon, violet colors can do the job well giving the pack a premium look. The graphics used should glow on the packing with the use of high quality paper and plastic. Many chocolate companies use the colors maroon and violet on their cover designs giving the brand pack a premium look. Compromising in the design or the packing may feel the customers that the product really falls in quality. Even if it actually doesn’t.