judgments of the colour harmony
of the packages and liking, quality and freshness of the products. Three major findings were concluded. First, colour harmony of fruit juice
packages, liking and quality of the products were highly correlated. Judgments of these three aspects were influenced by the chromatic and
hue differences between the colours of the packages and the colours of fruit pictures on the packages. Second, visual appraisal of freshness
was affected by the lightness and chroma of the package colours. The chroma sum of the package colours and fruit colours also contributed
to the expectation of freshness. Finally, colour harmony principles may differ according to the context within which colours are used. In
the context of juice packaging, only two conventional colour harmony principles are tenable.