7 Colours And Their Influence On Your Packaging

Colour plays an important role in the world of branding, especially in our everyday lives. The effect that colours have on us visual creatures, and the beauty of their meaning on the everyday consumer, usually goes unnoticed; but the underlying impact behind this powerful tool is not one to be ignored.

While many companies spend billions every year building a brand that people can’t resist, we tend to glaze over one important question: why IS red your favourite colour?

The psychology of colour is an interesting, yet often controversial topic of interest between marketers and designers as preference to colour is different from one person to another. For decades, colour has been used as a tool of persuasion to elicit different emotions and reactions from the consumer. 

According to HelpScout “researchers found that up to 90% of snap judgments made about products can be based on colour alone”

Here are 7 colours that influence the ways in which consumers view your brand, in their own unique way.

BLACK 

The world is full of an array of colourful objects, sceneries, and landscapes.

Black is the absence of colour – so how does it draw our attention?

Often associated with control and authority, the colour Black is also representative of power and elegance. Black is classic and timeless, and when used in packaging, the colour enhances the value of the product within.

Colour psychology tells us that Black empowers the end-user. However, the brighter the hues, the less serious the message becomes.

  • Gold and silver foiling stamped on Black packaging communicates a sense of elegance and sophistication; often used to market luxury products
  • A rose and pink accent, combined with black, softens your message with more appeal to femininity

NAVY

Universally, blue is favoured amongst everyone.

Popular amongst financial institutions, hospitals and airlines, Blue instils harmony and trust. Embraced as nature’s colour of the sky and the ocean, Blue allows us to feel secure about ourselves and the brand; communicating loyalty in a calm and tranquil way.  

So, when used in your packaging, you’re guaranteed that your customers will feel that your product is automatically reliable. 

Though considered the safest option, there are a few ways you can blossom up your blue hues:

  • DARKER BLUES = PROFESSIONAL + CONSERVATIVE
  • LIGHTER BLUES = SOFTER + CREATIVE

ORANGE

According to colour psychology, orange is a symbol of energy and vibrancy.

Putting it into perspective – if orange was a person, he’d/she’d be one of the friendliest person you’d meet. Warm and cheerful, using an Orange tinge to your packaging is inviting to the end-user, and suggests confidence and affordability.

The colour is not overpowering, yet it is ‘daring’. Adding a dark blue alongside your orange packaging can characterise your brand to be more reliable and trustworthy.

YELLOW

Like Orange, Yellow communicates a bright and energetic personality that uplifts the viewer. Often used to stimulate appetite in restaurants, Yellow is a light-hearted colour used to inspire creativity, innovation and entrepreneurship.

Playing around with yellow in your packaging colours suggests youthfulness and awareness, emphasising its great ability to grab the attention of consumers.

GREEN

In most cases, green is usually associated with eco-friendliness, sustainability and the environment. Green can also ‘freshen’ up your brand and its packaging; naturally alluding to positivity and a sense of relaxation.  

Green is one of the easiest colours for the eyes to process. Used in night vision goggles, the colour Green is what the human eye finds it is most sensitive to, and can discern the most shades from it.

NUDE 

The new decade of fashion and beauty is the shade of Nude. One of the biggest and influential trends to stir up the fashion and design industry, Nude packaging became popular for its ability to captivate the emotions of the viewer.

Referred to as the ‘Millennial Pink’, Nude is soft, subtle and sentimental. According to Bourne Creative, Nude, as a ‘descendant’ of Pink, is the colour of universal love of oneself and of others.  

PINK

Romantic and soothing, Pink is used to communicate femininity and youthfulness. According to Co Schedule, Pink is a sign of hope and romance, as it shows empathy and sensitivity. Predominantly common in cosmetics and fashion, deeper shades of Pink suggest more passion, energy and sophistication.

CONCLUSION 

Quick fact: The human brain processes visual information 60,000x faster than text. Thus, we come to understand why colours are the ultimate brand builder.

Brands who master the art of persuasion play with distinctive colour combinations, which makes it easier to identify these brands purely based off their colour choice.

And while it is important to product packaging, brand personality is of utmost importance. Now that we know how colour can persuade and elicit a range of emotions, choosing and testing the right colour scheme for your business is paramount to your brand voice.

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