Question

Dr. Ford once interviewed an executive at Hershey Foods who, perhaps surprisingly, was selling a national brand of pasta they had acquired. He explained that they varied the color of the packaging in different regions of the country because their research showed that colors had different associations in different locations. Which of the following senses is most directly addressed by this experience design consideration?

Answer 1

The sense of sight is most directly addressed when Hershey Foods varies their packaging colors in different regions, taking into account cultural and emotional associations with colors that influence consumer preferences.

Step-by-step explanation:

The sense most directly addressed by the design consideration of varying packaging in different regions is the sense of sight. This approach by Hershey Foods, as explained by an executive during an interview with Dr. Ford, recognizes that visual elements, such as color, have a significant impact on consumer preferences and perceptions, which is why they tailored their packaging colors to suit regional associations and tastes. Research has shown that colors carry cultural and emotional significance that can influence purchasing decisions. For instance, soft, muted colors may be preferred in one region over bright, garish ones in another, indicative of regional tastes and cultural associations with certain colors. The strategic use of color in branding and packaging design plays a crucial role in appealing to consumers' visual preferences and can potentially affect the success of a product in the marketplace.