Consumer Perception of Colors on FMCG Brand IN KERALA

Color is a powerful visual cue that shapes consumer perception and purchase behavior, particularly in the fast-moving consumer goods (FMCG) sector where decisions are made rapidly at the point of sale. This study examines how packaging colors influence consumer perception, emotional response, brand recall, trust, and purchase intention in Kerala—a culturally distinctive and visually sensitive market. Using a structured questionnaire, data were collected from 301 FMCG consumers across urban, semi-urban, and rural districts of Kerala. The study evaluates consumer associations with commonly used packaging colors such as red, blue, green, yellow, white, black, and metallic shades. Descriptive statistics, correlation analysis, and Chi-square tests were applied using SPSS to assess relationships between color perception and behavioral outcomes, as well as demographic influences. Findings reveal that red and yellow stimulate excitement and impulse buying, while green and blue signal freshness, health, and trust. Consistency in brand color significantly enhances product recall and brand loyalty. Age shows a significant association with color perception, whereas gender and income do not. The study highlights the importance of culturally contextualized color strategies for FMCG brands operating in Kerala and similar regional markets.