The first step was to conduct a market survey in order to obtain a typical layout of juice packages. This typical layout was then used as a guideline to design experimental stimuli. In step 2, colour specification and on-screen colour rendering of juice packages were carried out. To achieve this, colour measurement technology and uniform colour space (CIE, 2004; Hunt, 1998; Wyszecki & Stiles, 1982) were used for colorimetric characterisation of the experimental display, colour specification and colour rendering of experimental stimuli. The third step was to perform psychophysical experiments using the semantic differential (SD) method. In this step, we asked observers to visually assess the stimuli using semantic scales. The final step was to analyse data and then examine the relationships between colours of juice packages and observers’ responses.