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Packaging color and its effects on the consumer's mind
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Packaging color and its effects on the consumer's mind
How many pharmaceutical packaging do you remember that are black in color? And how many gourmet foods that are flashy neon? Clearly few or none. And it is that the psychology of color influences, and a lot, when designing packaging.
Practically all societies share codes associated with each color: blue is health; green, nature; red, passion; black is luxury… All colors arouse emotions in us that, without being excessively aware, produce an effect on the consumer.
The psychology of color studies how these affect the human being to cause the desired feelings and behaviors. In the world of advertising, marketing and the media, color psychology is used to try to anticipate public reactions before transmitting the message.
Therefore, the next time you are in front of a shelf of a commercial establishment, supermarket, etc., see if your brain is thinking about these specific properties and emotions that color wants to provoke in you.
White: color of freshness, purity, cleanliness, goodness, light. In the world of food packaging, it is used for dairy products (yogurts, milk...). And also in pharmaceutical packaging.
Black: on the opposite side we have black. Associated with the mystical, fear, mystery... And, as far as packaging is concerned, the one chosen for gourmet food, luxury products, high-end wine packaging, etc.
Yellow: vitality, joy, warmth, summer, positivity... It will be necessary to bet on a packaging based on this color when the product or service is aimed at a younger consumer: energy drinks, prepared food, snacks...
Pink: the color of romantic love, of friendship, of the feminine... Traditionally, the packaging of hygiene products for women or articles aimed at girls used to bet on this color, although it is true that in recent years there has been a rejection for associating this color to gender.
Blue: the color of hospitals par excellence. It inspires calm, security, confidence, but also cleanliness, purity... Blue cannot be missing in sanitary and hygiene packaging.
Orange: awakens sensations very similar to yellow. Orange is energy, it is vitality, enthusiasm, but it is also the color of creativity. Very suitable for packaging aimed at young people.
Green: health, freshness, environmental care... If your product is related to these issues, or you want to highlight the sustainable nature of its packaging, don't hesitate to use it. Red: it is passion, seduction, power... An exception for red would be the Christmas season, when its use is generalized for many other products. The protagonist red in the entire container, except for the well-known brand of soft drinks, it is advisable to use it sparingly. It is important to mention that you should pay special attention to the color of your packaging depending on the country where you plan to market it. At C&H Letterpress our goal is to create packaging that helps you sell your products in different national and international markets. Contact us to start up the perfect packaging for your product, working side by side with the best design professionals or, if you need it, advising you on the packaging graphic design process, providing the creativity and technique necessary for the creation of final arts. September 22 2022|Emilia Piedra Donoso.
Green: health, freshness, environmental care... If your product is related to these issues, or you want to highlight the sustainable nature of its packaging, don't hesitate to use it. Red: it is passion, seduction, power... An exception for red would be the Christmas season, when its use is generalized for many other products. The protagonist red in the entire container, except for the well-known brand of soft drinks, it is advisable to use it sparingly. It is important to mention that you should pay special attention to the color of your packaging depending on the country where you plan to market it. At C&H Letterpress our goal is to create packaging that helps you sell your products in different national and international markets. Contact us to start up the perfect packaging for your product, working side by side with the best design professionals or, if you need it, advising you on the packaging graphic design process, providing the creativity and technique necessary for the creation of final arts. September 22 2022|Emilia Piedra Donoso.