Implicaciones del diseño del empaque, el color y el precio, en la eleccion de un producto (botella de agua).

Marketing managers can combine colors and shapes to create innovative products. However, little research has underpinned the relations that these combinations have on quality and price perceptions. This paper examines how color and shape affects quality and price perceptions in the case of water bottles through a series of four experiments. a theoretical framework that evidences how colors and shape could influence the consumer psychology is presented. In study 1, the best color option is defined. In Study 2 the preference for shape is determined. Study 3 combines colors and different price alternatives. Finally, in study 4, the best color and shape preferences are compared with the worst color and shape preferences.