The Powerful Impact of Colour on Product Packaging

Colour is one of the biggest influences on a consumers perception of your product and brand, making it an essential component driving your consumers decision to purchase your product.

In fact, 93% of consumers consider visual appearance to be the key deciding factor in a purchasing decision, according to research from KISSmetrics.  

Visual cues like colour aid in the decision to purchase a product. Colour has the power to induce emotions and feelings in your consumer before they are even aware it’s happening.  In fact, consumers are more likely to repurchase your product when they have a positive emotional response to your package.

Colour in your packaging design can be strategically used to invoke a powerful psychological response from your target consumer, but before you hit the printing press, there are a few things you should consider:

  1. Keep your target audience top of mind.

In order for packaging to be successful, there must be a successful match between the product and it’s target consumer. Before choosing colour for your package, remember to keep your target market and the message you want to send them in mind.

  1. Remember to consider what’s INSIDE the package.

Don’t forget about what’s inside the package! When picking packaging colours, remember what the package will be holding. The colours used on your product’s packaging should complement the product inside, not clash with it.

  1. Consider the psychology behind each colour.

Red:  Increases individuals heart rate and stimulates the senses, creating a sense of  urgency and energy.

Orange: Conveys the message of effectiveness, adventure, optimism, and fun. Orange can create a call to action, encouraging viewers to subscribe, buy, or sell.

Yellow: Communicates youth, optimism, and positivity, making it effective for happy and joyful products. Yellow is attention grabbing and mentally stimulating, giving it the power to influence the decision making process in saturated markets.

Green: Commonly used to signify wealth, balance, and growth. Green is the go-to color for eco-friendly and natural products, and a great choice for the Nutraceuticals market. It’s also the easiest color for the eyes to process!

Blue:  Think trust, security, honest, and dependability. Blue is universally the most liked color by both males and females and a safe choice for use in packaging design.

Purple: Portrays the message of luxury, indulgence, exclusivity and high quality. Purple can also have a soothing and calming effect, making it a good option for health and beauty products.

Pink: Associated with feelings of femininity and romance, pink is commonly used in fashion, cosmetics, and beauty markets. Lighter shades of pink signal femininity, whereas darker shades of pink signal sophistication and strength.

Black: Relays the message of power, authority, control, and sleek luxury. Black has the power to enhance the perceived value of a product and can make products appear high end and heavier.

White: Known as a blank canvas, white conveys new beginnings, purity, cleanliness and simplicity. White is a safe, simple and conservative colour choice for product packaging.

At Bellwyck Premium, we know colour is only one factor to consider when designing a successful package that stimulates all five senses. See what other special effects and decorative finishes Bellwyck offers to stimulate the senses, here: https://bit.ly/2HFhm2W

Sources:

https://www.industrialpackaging.com/blog/how-to-trigger-emotional-engagement-with-your-product-packaging

https://smallbiztrends.com/2014/06/psychology-of-colors.html

https://99designs.ca/blog/tips/how-color-impacts-emotions-and-behaviors

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