A pivotal element to consider in the research of Clarke & Honeycutt (2000) is how the researchers show that it is not just culture based psychographics that will have an influence on the success of the advertisements, but also the country where the advertisement is presented in, the individual perceptions and more. Yet another factor that should be considered when it comes to the understanding of the perception of color is that of the product sold and the demographic itself. Research studies that have been conducted in the past highlight how color would create high and low involvement based on the perception of color, but in considering the perception of demographic, the study could be broadened more. For instance, in studies on teenagers, it was found that females might like soft colors when compared to their counterparts who might prefer much brighter colors to soft colors.
Also in studies, it has been established that females might be more likely to have a favorite color (Khouw, 2003). Having a favorite color would change how the perception would be on the issue of advertisement and their appeals. So an advertisement would have to do much more than just a color when they have to attract such teenagers having a favorite color. As the product that the teenager buys also varies it can be said that the colors for packaging and advertisement representation would also vary. Studies show that teenagers might buy more clothing compared to that of male teens that would end up buying more video games. So the advertisements would have to be aware of the packaging (in the case of video games) and the product (in the case of clothing) color and then make recommendations based on the same. Also people from different ethnicities might view colors differently. People from different educational background might view colors differently and these changes will all have to be understood in context (Madden et al, 2000).
In conclusion, the literature review attempted to identify different themes in existing literature studies on the subject of how color representations in packaging and advertisements would have an effect on consumer purchase decisions. The emphasis of the literature review was on advertisements and it was identified that color choices made based on preferred schemes would hold more allure for the customers. Such successful color choices would motivate consumers to make a choice towards a purchase and make them more highly involved consumers. On the other hand, the use of color schemes cannot be considered in vacuum, elements such as the culture, the demography and the actual product would also influence the success of the color scheme used.