In this study, fruit juice containers are used as the context to establish a practical method for studying the relationship between colour and psychological responses. Fruit juice is one of the most popular food products and its market grows almost every year. Despite the global recession in 2009, the juice market still increased by 2% globally. In 2010 the market growth went back to pre-recession rate at 5%. Euromonitor International, a leading company in strategy research for consumer market, projects that fruit/vegetable juices will maintain the strong growth (at least) until the year 2015.