In the current study, we found that colour harmony of fruit juice
packages is associated with observers’ liking of the products, and
the association was mediated by the observers’ expectation of the
quality and freshness of the products. Colour harmony, liking
and quality are mainly influenced by chromatic difference (ΔC)
and hue angle difference (Δh) between package colours and fruit
colours. The effect of lightness on the three semantic scales was
weak. We suggest that a package design with its colour scheme
having low ΔC and similar hues between package colour and fruit
colour will look harmonious. Customers are more likely to expect
this product to be a quality product and would tend to like it.