Our results give rise to the following four conclusions. First, with respect to packaging colour, it seems that products that are directed to the upper classes, with a high price and based on elegant and refined aesthetics require cold, dark coloured (mainly black) packaging. In contrast, accessible products that are directed to price sensitive consumers required light (mainly white) coloured packaging. Safe and guaranteed products and patriotic products are associated with red packaging, maybe because the colour of the national flag of the consumers interviewed is essentially red