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CUSTOMER CHOICE OF COLOUR ELEMENTS

IN RELATION TO PHYSICAL PRODUCTS APPEARANCE

Nurazlina bt Jamalludin1
Dr. Azhari bin Md Hashim2
Dr. Abd Aziz bin Zalay@Zali3
1,2
Lecturers of Faculty of Art and Design
Universiti Teknologi MARA Kedah, Peti Surat 187, 08400 Merbok, KEDAH
3
Lecturer of Faculty of Art, Computing & Creative Industry
Universiti Pendidikan Sultan Idris, 35900 Tg. Malim, PERAK

Email: 1nurnania@kedah.uitm.edu.my,2azhari033@kedah.uitm.edu.my,
3
ariz9000@yahoo.com

Abstract

The increasing market of product design is competing in a mature markets. This
features refers to consumer buying power particularly as how they respond to design,
brand or how appearance responses are formed. Product design appeareance is
essential to consumer and the concept itself is often related to the nice looking shape
of the product, a trendy colour, or physical of the product. Appearance in this research
scope is reflected to colour. However, based on academic reading there is no
concrete evidence shows that colour determines product appealing, particularly in
brand and physical product context. Visual recognition of brands and products has
become a central competitive factor within various product categories. In regard of
this, the objective of this study intends to investigate if colour characteristics of
physical product on selected brand influences the consumer choices in the selection
of product design. The other objective is to determine what is meant by colour and
product physical in product design. The research were conducted by collecting data
via questionnaires given to the target consumers which are chosen from the range of
age between 18-50 years old, where the correspondents are divided into 3 groups
with different selective profession categories. The data were analyzed and presented
through chart and bar graph in order to provide a clear figure and information
(descriptive statistic) and inferential statistic. Findings were proposed to assist
designers and practising designer with a better understanding specifically in
designing and developing a product design that emphasizes on its appearance.

Keywords: Colour influences, product design choices, product physical appearance

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