Do you know how important colour is for your packaging? We do…
When people think of some of the world’s biggest brands, like Cadbury’s and Coca Cola, they instantly picture the product and therefore the colour of the packaging. Just think about it, if you were to see a chocolate bar in a purple wrapper, you would immediately associate it with Cadbury’s, right?
When it comes to packaging, colour is the most critical components for attracting shoppers. Colour is visible from a greater distance compared to graphics and illustrations as well as being universal for all customers.
Understanding colour psychology is fundamental to the success of your packaging. Ultimately, a poor choice can harm your product and alter your brand’s message. Therefore, understanding how each colour in packaging conveys a different message will significantly benefit you.
So, let us guide you through the importance of colour in packaging and how now more than ever, smart packaging design choices can be a vital deciding factor.
Make the most of your packaging by harnessing the power of colour
One of the most common, know about concepts within business is the ‘seven-second rule’. What is this we hear you ask? Well, this is the idea that people make a vital decision within the first seven seconds of being introduced to a product. Therefore, what happens in those seven seconds can either become long-term consumer loyalty or turn the customer away for good!
But, it is crucial to remember that the customer’s first contact isn’t with the product itself. It is, in fact, with sight. Ultimately shaping consumer perception has to begin at the beginning of the encounter. Let us tell you an example of this. Think of Tiffany & Co. For most people, the iconic blue box is more recognisable than the actual jewellery. Consequently, the importance of colour in packaging cannot be overstated.
What is the importance of colour in your packaging?
Remember the seven seconds to make an excellent first impression? As it isn’t a long time to convey a message, we thought we would dig a little deeper. Each colour sends a particular message to its audience, so let us explain.
As the colour most associated with romance and passion, red represents excitement, boldness and funnily enough, hunger! According to research, red is meant to excite and increase metabolism. Hence why several fast-food chains feature the colour. The most iconic example of this is McDonald’s. Since they use both red and yellow in their packaging and branding, customers are instantly drawn to the golden arches and reminded of the famous Big Mac every time.
Furthermore, another popular example of red colour in packaging is Coke Cola. An astonishing 94% of people recognise the world’s most soda drink logo colours. Additionally, have you heard of the ‘Pepsi Paradox’? Well, the branding for Coke Cols is so iconic that when consumers blind test it against Pepsi – most people favour Pepsi’s taste. However, once people know what they’re drinking, they choose Coke over Pepsi! All as a result of a subconscious loyalty to the Coca-Cola brand! Just goes to show you how effective the right colour in packaging can benefit a business.
Sometimes less is more. White is the colour of innocence and purity. It is the simplest of all colours. Additionally, the colour has become synonymous with high quality. As some will remember, Apple previously had a rainbow coloured logo. However, in the present day, some will only know Apple to have represented itself with the simple white fruit. Their monochrome packaging and branding are both minimalist and incredibly sophisticated. There is no need for bright colours to capture your attention – they already have it.
The colour of authority, elegance and mystery. Black is used just as often as white but carries an entirely different message. An excellent example is Nike. As a global brand, Nike chose black as their primary colour to show simplicity and quality. As the world’s forerunners in fitness, ranging from Olympic athletes to aspiring 10-year-old basketball players. So, what is their subliminal message? They sell to trailblazers.
Research demonstrates that blue represents intelligence, trust and security. Also, the different hues and shades of blue inspire these senses. Darker blues emote more serious feelings. Whereas lighter blues trigger more playful and light hearten thoughts. Think of Google. The first colour of the famous text logo is blue. On a subconscious level, they’ve trained users to associate Google’s content as being intelligent, secure, and trustworthy. Hence why it’s the leading search engine across the world.
The colour green suggests wealth, growth, health and nature. Therefore, this is why food and beverage companies feature this colour. The main reason for this is that companies can remind the customer precisely what they are buying is fresh and healthy for them. Additionally, green is often used in packaging to convey they are eco-friendly and organic. Look at Starbucks. Green illustrates the health and wealth of the business, as well as productivity from the coffee.
Overall, this is only a snapshot of the importance of colour in packaging and how nothing is random when it comes to branding. Furthermore, when deciding how you want a consumer to perceive your company, choosing the right colour is vital. Having a brand with consistent branding will convey your message effortlessly. Therefore, consider your customers. Help your company reach its potential by personalising your packaging and utilising the best colours. Eastpac is here to help.