We are aware that when it comes to packaging communication, the color of the packaging is one of the key elements in attracting customers. It is more visible than other elements such as shape and graphics; color is essential for packaging. The main reason is that the psychological impact of color is highly personal and addictive.
How Colors Trigger Feelings?
The colors are strong and evocative. It can create feelings and thoughts, whether they are positive or depressing. People’s experiences can influence how we react to nuances. Due to this, the colors used in the packaging can trigger feelings and opinions about the product before the customer even knows about the product. It all comes down to this to make sure that colors contribute to the success of the match between the product and the consumer you intend to target, you need to understand specific details about each.
Read Customer Mind
Ensure you keep your customers’ mindset at the center of every color choice for packaging. Regardless of their gender, age, economic status, or level of education, put yourself in your customers’ minds and find out what makes them want to buy. Before selecting the color, consider certain cultural beliefs and market values you intend to target.
Tell Your Brand Story
What is the ultimate goal of your product? What message do you want your custom product packaging to convey to the buyer? Are you sending a comforting message or just a little fun? Are you talking about people’s health and well-being, or is it used to make a customer feel good or help solve a problem? Whatever the reason, make sure your colors convey the right message. With these essential considerations in hand, we will discuss the colors of the packaging and the meaning behind them.
In color psychology, white is considered space. It represents the innocence of equality and new beginnings. It is a great option when creating a design that symbolizes purity, cleanliness, and efficiency.
Black is an intense shade that means control and authority. When used as a packaging color, black is likely to be prominent, make the products look more substantial, higher than average, and give a stronger impression of perceived value. It conveys class, mystery, and sophistication.
Similar to gray or white, it is possible to include a secondary color in the black packaging to change its meaning. The silver or gold foil stamp adds class to attract more valued buyers. Red creates sexual or adult connotations. The pink or rose variety can soften the message and attract women, while magenta or fuchsia makes it more unique and appealing to imaginative customers. The more vibrant the shade, the less severe the message appears.
Generally, blue is the safest color to use; however, this can be a mistake and create an ordinary, monotonous packaging. It is essential to select the blue packaging according to the target market and include decorative finishes and textures to make the product appear. A darker blue is better suited for older requirements, and vibrant electric blue appeals to younger audiences.
Blue is a color that psychology associates with reliability and honesty, as well as with strength and harmony. The bluer the packaging, the more serious, professional, and traditional the product is perceived. The brighter the packaging, the softer and more imaginative the effect is thought to be. Blue packaging could also mean an item that contributes to the buyer’s peace.
Using red attracts the attention of your product, stimulates the senses, and excites the potential buyer because red symbolizes life and action, passion, enthusiasm, and power. Dark tomatoes are considered luxurious and professional, while vibrant tomatoes can be more exuberant and lively and are generally less valuable than dark red. Adding silver or gold to your design or printing your red packaging will increase its perceived value.
A color that symbolizes harmony and balance, green can be associated with security, prosperity, and growth. It is a fantastic choice for pharmaceuticals and natural or organic products. Green indicates organic, healthy, and natural products. Dark green is associated with quality, and luxury, while subtle or light green indicates the most beneficial and environmentally friendly. Green packaging is usually the ideal choice for packaging, and when paired with ornamental finishes or colors that appeal to your target audience, it will be even more effective.
It is a sign of profitability and fun. In psychology, orange means confidence, self-confidence, exploration, and friendship. Although some variations of orange may seem cheap, adding orange by using a different color may alter the message and increase its perceived value.
Yellow is associated with new ideas. It is a stimulant for the mind and has also been shown to help make decisions, making it an excellent choice for crowded markets. Regarding packaging colors, yellow means something new and original or a budget-friendly product. With his optimistic and cheerful energy, it attracts young people and children. Yellow packaging may be ideal for products designed to inspire or bring happiness.
Like the ocean, turquoise symbolizes clarity of thought and communication. A soothing color for the soul can stimulate your body’s energy and encourage positive thinking. The turquoise color is ideal for medical institutions and practitioners. Using turquoise packaging to store cleaning materials is optimal, as it shows the purity of nature without being too clinical or sterile.
Using violet in your packaging involves extraordinary luxury, pampering, quality, or exclusivity, especially when combined with silver or gold printing or decorations. Violet is associated with the highest ideals, creativity, spirituality, and individuality. Packing holistic products and anything to do with spirituality is a good color match. Purple packaging is more prevalent among women and the young market than men; however, it is gradually becoming more popular.
The pink packaging is soothing and not scary. It is generally best suited for products aimed at the female market, such as cosmetics, fashion, beauty, and romance, as it is uplifting, genuinely compassionate, soothing, and empathetic. Pink is youthful and feminine in its soft shades but more passionate and energetic in darker shades. Combining darker shades with pink will give it more elegance and strength. The thin or dusty pink packaging attracts a more sentimental and older customer. Using neon or bright pink may suggest an affordable and fashionable product that attracts teenagers.