More than 75% of consumers’ final decisions when purchasing a product are based on the color of the packaging (RPF research). And this is not a surprise, since, according to the psychology of colors, the color of the packaging triggers specific reactions or emotions to buyers regarding a product.
How does packaging color influence consumers
Multi-annual researches on product packaging have found that color plays an important role in attracting customers. In fact, regardless of the other elements of packaging, such as design, graphic design, ribbon, etc., color is considered vital to the product packaging. The main reason for this is that the psychology of color is a very personal and relevant matter.
This means that each color of the color palette creates and evokes different emotions in each consumer, which are related to experiences of life, cultural backgrounds, gender, age, education and many other factors.
How to choose the right color on packaging
The way each color affects the human brain is associative, because it has the power to trigger thoughts and experiences - whether positive or negative. Therefore, in order for the color to be able to effectively and successfully achieve the goal for which you have chosen it, it is necessary to have studied in depth:
Who your audience is: Try to focus on your target audience profile, throughout the creative production of packaging. Include all the characteristics that apply to your target audience (age, gender, background, nationality), research their preferences or way of thinking.
What is your message: What is the final message you want to send to the buyer with your product packaging? What is the ultimate aim of your product? To encourage? To motivate or perhaps to awake?
With all these characteristics in mind, let us now look at the psychology of colors in more detail and what each color means for the packaging.
White: associated with innocence, equality and new beginnings. As the main color of a package, white is simple, safe and conservative. However, it is an excellent choice if you want to highlight the purity, clarity and effectiveness of a product.
Black: is a classic color associated with dynamism, power, prestige. When selected as a packaging color, it highlights the products, giving them validity and authority. At the same time, it creates a sense of mystery and gives elegance, especially when combined with gold or silver details.
Red: totally associated with the stimulation of the senses, red is an attractive color, it draws attention and creates feelings of excitement and awakening. It represents liveliness, passion and action. The dark shades of red are a statement of luxury and professionalism, while the lighter ones are associated to action and energy.
Blue: is one of the most popular colors that appeal to men and women, worldwide. It is synonymous with honesty, harmony and reliability. It is a safe choice which can greatly enhance packaging, especially when combined with silver decorative details. However, blue needs special treatment as each different shade of it targets a different audience. In general, dark blue is professional and serious, while light blue is lighter and more creative.
Green: the only color that is so totally associated with nature, harmony, balance. Besides, it is no coincidence that it is chosen as the main color for highlighting natural products or products that want to promote their eco-friendly character.
Yellow: cheerful, optimistic, playful and eccentric, yellow is the color associated with original ideas, imagination and creativity. In the psychology of colors, yellow evokes feelings of happiness, is related with friendship and stimulates the imagination.
It is a fact that 80% of the stimuli that a person receives come from visual stimuli. Based on this, we can understand the value and power of colors in the human experience and by extension in any purchasing activity.
Choosing the right color for your product packaging is a science. It requires knowledge, research and insight to effectively match the product and the consumer.
Will you leave the choice of your packaging color to chance? Contact the Packitup team of experts and create unique packaging that will skyrocket your sales!
