Summary of industry research on effects of package colour on smoker perceptions of the flavour and taste of cigarettes in the package
| Consumer perceptions | Colour | Company | Year |
|---|---|---|---|
| Full flavour | Red | PM | 1950s43 |
| RJR | 200147 | ||
| RJR | 199148 | ||
| RJR | 198749 | ||
| BAT | 198650 | ||
| RJR | 198451 | ||
| RJR | 198452 | ||
| RJR | 1980s37 | ||
| Brown | PM | 196531 | |
| Rich tobacco taste, flavourful | Red | PM | 199953 |
| PM | 198154 | ||
| RJR | 198451 | ||
| RJR | 197955 | ||
| Blue | B&W | 197856–58 | |
| B&W | 197740 | ||
| PM | 199959 | ||
| PM | 199860–62 | ||
| Beige | RJR | 198763 | |
| RJR | 198664 | ||
| RJR | 198665 | ||
| RJR | 198466 | ||
| B&W | 199467 | ||
| Satisfying | Red | PM | 199953 |
| RJR | 198451 | ||
| Blue | B&W | 197858 | |
| Beige | RJR | 198763 | |
| RJR | 198664 | ||
| RJR | 198665 | ||
| Strong taste | Black | RJR | 198451 |
| Brown | RJR | 197968 | |
| B&W | 199467 | ||
| Red | PM | 198154 | |
| RJR | 198749 | ||
| RJR | 198452 | ||
| RJR | 197968 | ||
| Tastes like Marlboro | Red | RJR | 198452 |
| Enhances flavour | Red | RJR | 200147 |
| Green | RJR | 200147 | |
| Good aftertaste | Silver | B&W | 197858 |
| Smooth | Blue | B&W | 197858 |
| Artificial taste | Gray | RJR | 198664 |
| Low strength | White, lighter shades | RJR | 197968 |
| Mild | Blue | PM | 199959 |
| PM | 199860–62 | ||
| PM | 198154 | ||
| Silver | B&W | 197858 | |
| Gray | RJR | 198664 | |
| Mellow | Blue | B&W | 197858 |
| Menthol | Green | RJR | 200147 |
| RJR | 199148 | ||
| RJR | 198749 | ||
| RJR | 198769 | ||
| BAT | 198650 | ||
| RJR | 198451 | ||
| RJR | 1980s37 | ||
| Cool | Green | RJR | 200147 |
| RJR | 198749 | ||
| Fresh | Green | RJR | 200147 |
| Silver | B&W | 197858 |