How packaging color influences marketing?
When it comes to product packaging, color is an evocative element. It can trigger thoughts and feelings about the product. Moreover, color can also associate with other parameters of the packaging, such as the shape of the packaging or the finish of the print. The color of the product packaging has massive contributions to make it stand out from the rest. The packaging contributes to 80% of the buying decision, and the color of the packaging is 65% of that.
However, when it comes to a communicating with the customer, it is necessary to know about the product as well as the customer. To stand out from the competition, you will have to arrest the attention of a potential buyer. To do that, here are some of the things that you need to keep in mind.
Choosing a Unique Palette
The color or colors you pick must allow you to be different from the competition. If you think of two of the largest soda companies out there, you’ll see that they use drastically different colors: red versus blue. When you pick a color that is different from your competitor, you make your product stand out on the shelf and catch the eye of a potential customer. However, it would be wrong to think that everything needs to be vibrant and flashy. Differentiation can also be achieved by using muted color or even using black and white.
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How Do the Colors Appear On the Shelf?
The next thing that you need to keep in mind is how the colors look on the store shelf. The product packaging prototype may look much different than the actual production unit. You need to take into account the printing technology, the nature of the printing surface and the print finish. All of these contribute to how a product would look in real life conditions.
Are the Colors Age and Gender Appropriate?
The colors you select should be able to communicate with the appropriate consumers. With colors, you can choose what message you want to send to the buyers about the product. Is it something comforting and fun? It is something related to health and wellness? Is it supposed to make the customer feel better or help them with a problem? Is it about luxury or is it about value? These are some of the primary considerations that you need to keep in mind when you are deciding about the color. It is the colors that also reveal a lot about the organization. For instance, one cellular network company decided to make a hot pink logo when every other mobile service provider was using a more technical color palette filled with black, blues and reds. This showed that the company was different and bold, and consumers expected a more personalized service from them.
The Packaging Color Psychology
Colour has a lot of science behind it. Hues can determine human behaviors, and it influences perception that is not as obvious as taste or touch. Here is how the mind reacts to some of the standard colors and their combinations that we see everyday.
White communicates simplicity, purity, innocence. White is a packaging color that is often used to convey that the product is simple, safe, traditional. For instance, Apple always highlighted the simplicity of their devices and all iPhone or iPad packaging are white. White is often accented with other colors to enhance or change the perception.
Black is just the opposite that signifies power and authority. Generally, black is used for higher-end products, and the color conveys a sense of upgraded value. It evokes class and elegance. Like with white or greys, black can also be accentuated with other colors. Metalized gold or silver printing on matte black packaging creates and upmarket look. Adding red creates a sensual look whereas pink creates a more feminine appearance. Generally, the brighter the hues, the less intense the message.
Blue conveys strength, honesty, dependability, and harmony. Blue can also evoke a sense of serenity and relaxation. When it comes to product packaging, blue is one of the safest colors to use, irrespective of the age or gender of the potential customer. Being the most reliable color, blue can also be boring. Therefore, it is essential to see how the packaging design communicates to the potential customer. Choosing the right shade of blue can allow you to target a specific market. Moreover, you can add different textures and decorative prints to make your product stand out. Generally darker shades of blue appeal more to older audiences whereas lighter or more vibrant hues are for younger customers.
Red generally conveys a sense of excitement, enthusiasm, passion, liveliness, and strength what shade of red you are using matters. Darker shades are linked with products that are luxurious and professional whereas lighter shades are associated with products that are lively, energetic and has a lower market value. Often gold or silver embellishments help in lifting the perceived value.
Often associated with security, growth, and harmony, green is the best color for eco-friendly products. For natural products or healthy organic products, green has been the staple color for a very long time. Like with red, darker shades of green is often linked to more luxurious products whereas muted shades are used in safe and nutritious products.
Orange suggests fun and adventurous. In psychology, orange is associated with exploration, friendliness, extroversion, confidence, and optimism. However, different shades of orange have a different meaning. So, there is some risk involved when you are going for orange colored packaging.
Yellow is associated with things that are fun, optimistic, and uplifting. In packaging, yellow suggest originality, innovation, and fun. Yellow packaging is generally aimed at children and adolescents. It is an excellent option for products that aim to make people happy.
Turquoise is a calming color. It conveys clarity of thought. Turquoise is a great color choice for health-related products or even cleaning products because it symbolizes cleanliness and purity without being too sterile.
Purple is associated with indulgence and luxury. Moreover, purple is also linked with individuality, spirituality, and imagination. Often holistic products make use of purple packaging. Purple with gold or silver accents can add a sense of exclusivity and exceptional quality.
Pink is non-threatening and calming. It is associated with empathy, sincerity, and beauty. Softer shades of pink are generally used for packaging of products that are targeted towards females. However, darker shades of pink or combining pink with darker colors signify strength and sophistication. A muted and greyed out pink attracts an older market whereas bright neon pink attracts pre-teens more.
Analogous and Complementary Colors
When you are creating a color palette for your packaging, it is essential to know how to combine colors. The concept of Analogous and Complementary Colors can be quite useful in this context. Analogous colors are two colors that are adjacent to each other on the color wheel whereas complementary colors are ones that are on the opposite ends of the color wheel. Analogous colors generally form a harmonious combination where complementary colors are contrasting in nature and make a high-energy mix. For instance, a green tea packaging will use analogous colors whereas an energy drink packaging will use complementary colors.
Shade and Tint
Shade and tint are simple additions of black and white. A shade or a color is a color with black added to it whereas tint is a color with white. So, if you settle for red packaging, you need to know which hue you exactly want since red covers a broad spectrum. Tint and shade can be used to define the degree of brightness or dullness of a color.
Best Colors for:
In food packaging, red has always been universally accepted. Green is used for healthy and natural foods whereas yellow is used for high energy serotonin-inducing products. Orange is associated with healthy and filling foods such as oats whereas blue is used for fun foods, such as cakes or crackers.
Read more about emerging food packaging trends.
Cosmetic packaging has traditionally made use of pink and blue hues a lot. Generally, packaging with pink is mostly targeted towards the female consumers whereas blue has been used for both the male and female segments. Cosmetic packaging has also made use of black and white too. Products with charcoal often use grey or black packaging whereas products for children or products with milk extracts make use of white packaging.
In retail packaging, the color often depends on the product as well as the brand. In most cases, the color is determined by the product. In other times, the color associated with the branding is used in the product. For instance, the packaging of the detergent product, Tide has been predominantly orange, and the color is a part of the brand identity.
Similarly, Canon uses red and white in their camera and printer retail packaging. The retail packaging of Casio watches uses vastly different colors. They use blue for their low-cost line-up, black for the more expensive series, white for women’s watches and grey for their vintage collection. Like that, On the Run energy bars have different colors of packaging that separate the different flavors.
The color used in electronics packaging often depend on what message the brand is trying to send – there is no fixed color. For instance, Microsoft uses White, Gray or Black packaging for their Surface devices to signify simplicity and power. Apple also makes use of white packaging. Motorola has made use of more vibrant colors for their phone boxes. Logitech uses their proprietary green shade.2