This paper explores the little‐known issue of the functions of packaging colours, specifically how colours help to capture consumers' attention and affect perceptions at the point of purchase. By surveying colour‐related research, the study makes a first attempt to highlight the multifarious nature and multiple functions of packaging colour. The study also develops a theoretical base and proposes a framework that incorporates the functions of packaging colours and their inter‐relationships. By having this approach, the study contributes to the field in terms of summarizing the existing knowledge and pointing out gaps in knowledge and avenues for future research. In addition, the study highlights aspects for marketers and managers to consider in their attempts to develop brand identity. Copyright © 2014 John Wiley & Sons, Ltd.
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