Marketing and Branding Research 2(2015) 4-14 MARKETING AND BRANDING RESEARCH WWW.AIMIJOURNAL.COM INDUSTRIAL MANAGEMENT INSTITUTE The impact of product’s packaging color on customers’ buying preferences under time pressure Saad Ahmed Javed 1* , Sara Javed 2 1 Academy of Young Researchers and Scholars, Lahore, Pakistan 1 Lahore School of Management, the University of Lahore, Lahore, Pakistan 2 Academy of Young Researchers and Scholars, Lahore, Pakistan ABSTRACT Keywords: Packaging, Color, Buying Behavior, Time Pressure, Buying Preference, Marketing This research aims to test whether product’s packaging color influences customers’ purchasing preferences or not and does time pressure moderates this relationship? It studied the importance of color in determining customers’ buying preferences when they have limited time to do shopping. This study revealed that buying preference of a customer is relatively more dependent on the color scheme than on time constraint. However, time pressure was an important moderating factor which influenced the effect of packaging colors on customers’ purchasing preferences. This study emphasized that companies cannot afford to ignore the significance of time constraints and color scheme of the products on customers’ buying behavior. Correspondence: saad.ahmed.javed@live.com ©AIMI Journals Introduction Packaging plays a decisive role in marketing communication. The right color can clinch the sale and a wrong color can fall short. Is this the fact or the fiction? According to Silayoi & Speece (2007) only a tiny section of customers focus on product details or labels as some customers are typically influenced by the visual aesthetics. Firms strive to increase their market offerings to meet their customers’ needs more effectively and in doing so they attempt to influence customers’ perception and behavior by