What Does Your Package Color Mean To Consumers?

Color Choice For Consumer Packaging Can Make Or Break A Sale..

the color of your packaging.pngHow big of a factor does color selection play in your package design process? From a consumer’s perspective, the color of your packaging can greatly, or gravely, impact the decision to purchase your product over your competitors. Buyer demographics like age, culture, gender identity, and global location should all play a part in selecting the colors that will represent your product on the shelf, or on the web.

What different colors mean to your brand identity on the shelf:


Black represents authority and luxury
black packaging


Using black as a main color in your packaging exudes a top-tier product identity.  It also represents elegance. Globally, black exemplifies a wide range emotions.. from trust, to evil, and also mourning. Selecting different colored packaging for different locations may be worth considering when selling globally. Align color selection with your product and its intended retail geography.


White represents cleanliness, purity, and simplicity
white packaging


White packaging exudes simplicity in your product. The clean and pure color (or lack there-of) allows for clear and concise messaging, and exudes peace and calmness. White can also induce thoughts of creativity, likened to a white canvas with endless possibility.


Red represents passion and boldness (and appetite!)
red packaging


Red packaging is bold, and is a great color to use to grab attention. Additionally, red gets the metabolism going! This is good for foods, as a moving metabolism creates an increased appetite. Red can also create feelings of excitement and passion.


Orange represents fun and low-cost
orange packaging.png


Orange is the color of fun! Several studies have found that orange, yellow and brown are correlated to inexpensive or affordable products, but also showed as the least favorite of colors among adults. Children are most drawn to orange as well. It is also related to satisfying foods.


Green represents growth and nature
green packaging


Simply put, green is natural. Green is often correlated with health, wellness, and money. Use green to connect your product with the environment. In some countries like Indonesia, however, the color green is actually forbidden. Be sure to check the significance of color in your global endeavors.


Yellow represents optimism and hope
yellow packaging.png


Yellow is the most visible color in the color spectrum.  When used as a main color in your packaging, yellow exudes excitement and positivity. Yellow is a good color to use in retail displays to draw customers in to your product. It also exemplifies happiness and a light-hearted product.


Purple represents imagination and success
Purple packaging


Purple invokes imagination in consumers.  It also exudes success and uniqueness. It isn’t gender-specific as it used to be, but still tends to garner more attention from females and children. It is a bold color that entices consumers to look further.


Blue represents trust and reliability


Blue is the color of trust and reliability, and the different shades give even more depth of meaning. Bolder blues represent a more serious or professional product. Lighter blues present more creativity and light-heartedness. Blue also contributes to calmness and security.

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