Research on the Influence of Color Perception on Emotional Response, Satisfaction, and Behavioral Intent in Fruit Juice Beverage Packaging Design

In the context of information overload leading to increasingly complex consumer choices, packaging design has become a key touchpoint between brands and consumers, particularly in fastmoving consumer goods such as beverages.This study, grounded in color psychology and consumer behavior theory, examines the impact of cool and warm tones in beverage packaging on consumers' positive emotions, satisfaction, and purchase intention.Through a questionnaire survey of 408 valid respondents (age 18-40) and the use of quantitative methods such as confirmatory factor analysis, correlation analysis, independent sample t-test, and multiple regression analysis, the empirical results show that compared to cool color packaging, warm color packaging significantly enhances consumers' positive emotions and purchase intention (p<0.01), while the satisfaction difference not statistically significant (p>0.05).Further research reveals that the emotional reactions triggered by both cool and warm tones in beverage packaging can affect consumer satisfaction and purchase intention.From a managerial perspective, this study emphasizes the strategic importance of combining packaging color schemes with product positioning and consumer psychological characteristics.The research results advocate for integrating emotional design principles and multisensory considerations into packaging development, and emphasizing demographic and cultural segmentation in color strategies.By integrating color perception, emotional response, and behavioral intention into a unified framework, this study has made significant contributions to the theoretical advancement of packaging design research and provided practical guidance for enhancing consumer engagement and brand performance in the highly competitive beverage industry.