Consumers respond to well-planned packaging color schemes but are put off by packages that are too hard to open, according to a study by the University of Helsinki. The study, commissioned by Finnish paperboard supplier M-real, exposed consumers to packages and tracked their eye movements with sensor-equipped eyeglasses. According to, the study found that consumers associate deep colors with high quality and full flavor, and white with purity and freshness. When asked to handle the packages, an unusual shape drew initial positive interest, but it quickly turned negative if the shape rendered the package hard to open and close.