Among all the packaging design elements, color is the most flexible and the one with the greatest potential to capture the customers’ attention. As a packaging label supplier for years, we know this concept very well. Colors are so powerful that they can single handedly trigger impulse-buying, but the wrong ones can also ruin your brand. As in all other packaging aspects, there is no absolute rule governing color use, but it pays to remember the following pointers about this graphical component: Colors enhance visual saliency, making them the most noticeable part of the package. Within the first 1-2 minutes of examining a product, customers make a quick assessment, and as much as 90% of it is based on color. 85% of packaging appeal depends on color. This is why seasonal colors are highly effective in eliciting FOMO, or the fear of missing out, and compulsive buying. Zebra Compatible Labels 2″ x 2″ Zebra Compatible Labels 3″ x 3″ When choosing colors, remember that market preferences depend mostly on these three factors: CULTURE GENDER AGE Optimizing your profit would then require getting personal with your client base. CONTENT Packaging Color Connects with the Mind What Packaging Colors Mean in American Advertising Packaging Colors that Appeal to Specific Demographics Packaging Color Connects with the Mind Different hues have different effects on the following mental functions: Emotions Bright red evokes a wide range of sentiments, from affection and warmth to anger and hatred. Yellow, pink, purple, orange and white are associated with cheerfulness. Green and blue are known to possess calming effects. In many cultures, black symbolizes death and may trigger depression in some individuals, although it can also mean strength and dominance for others. Perception of quality This is mostly applicable to package labels that have photos in them. Image saturation and brightness must be on point because, as we have already pointed out in previous blogs, most people judge product quality based on what they see outside the package. Learn More: Can’t find what you are looking for? Explore all of our Direct Thermal Labels in standard sizes. Get the best deals on Dymo Shipping Labels. Order your Stretch Film online from enKo Products today! Choose enKo Products for all your bubble wrapping needs. Get the best deals on newsprint paper roll wholesale orders from enKo Products today! Purchasing behavior Whatever colors you choose, remember that artful presentation attracts impulse buyers like bees and represents your company’s quality standards. Startups need to remember that brand recognition comes with consistency. The colors used for the packaging and logo must be the same ones brandished in stores, letterheads, websites and all other facets of the business. Memories The best examples of colors inviting memories are holidays and seasons. Red reminds people of romantic love on Valentine’s Day and puts them in a joyous mood around December. Light orange is a fun summer color, but darker shades help create a mean jack o’ lantern in the fall. Various other meanings Flag colors, symbolizing patriotism, help move merchandise fast around holidays like Memorial Day and Independence Day. Bright yellow is reminiscent of beer in Oktoberfest. The use of colors promotes awareness of health issues, like red for HIV and pink for breast cancer. What Packaging Colors Mean in American Advertising What colors should represent your product and company? The American market interprets the different colors in the following manner: Red – Energy, seduction, love, warmth, anger, passion, authority, fire Orange – Cheerfulness, summer, fall Yellow – Happiness, sweetness, warmth, spring, summer Green – Balance, nature, environmentalism, relaxation, calmness Blue – Trust, water, comfort, peace Pink – Womanhood, affection, gentleness Purple – Comfort, functionality, royalty Black – Power, elegance, luxury, mystery, intelligence White – Purity, simplicity, elegance, happiness, affordability, winter Metallic colors – Affluence, ambition, luxury Brown – Simplicity, contentment, reliability, earth, wood, fall, winter As long as they match the personality of the goods or services you provide, the colors you use on your brand logo and package can attract more customers and encourage repeat business. Many fast-food restaurants use red logos and packaging to signify urgency and speed of service. The green Starbucks logo invites people to a relaxing atmosphere inside their shops. Packaging Colors that Appeal to Specific Demographics As mentioned earlier, colors appeal to people in diverse ways. The effects depend on the following factors: Cultural Difference The best example is how the Americans and Japanese perceive blue and pink. In America, blue is a flag color, associated with government, heroism and nationalism. Various business ads in the US use blue in their logo and packaging. In ancient Japanese culture, however, blue symbolized betrayal and immorality. This view persists among some traditionalists up to this day. As for the color pink, Americans associate it with femininity, but the Japanese think of it as a masculine hue. Gender Difference Sexual orientation influences color perception as well. For instance, heterosexual men find red attractive on women, but for heterosexual females, there is no particular color that can enhance male desirability. Men’s favorite colors are black, blue, brown, green, and red, while women prefer blue, green, orange, pink, purple, red and yellow. Age Difference Maturity influences color preferences. Warm colors attract younger crowds, while older individuals normally opt for cooler and neutral palettes. Young children — the sensory connections in their brains are not yet fully developed. Yellow, red, blue and white are the most attractive to them. Teenagers — their sensory connections are fully developed but still need to mature. Peers have a strong influence on their choices. Sunny colors still appeal to them, but they begin to appreciate black and pastels. Millennials — these individuals are just about to enter their prime years. Personal connections are important, but they also value individuality. They are tech-savvy and socially aware. Neutral colors symbolize their minimalism, while green represents their sentiments for the environment. They view black and red as colors of power. Pastel colors, such as lavender, light blue, and “millennial pink”, appeal to them as well. Middle-age individuals — people in their 40s and 50s go for colors that soothe the senses or those that do not diminish packaging functionality. They usually like darker shades of red, violet, green, and blue, as well as black and neutral colors. Elderly — never leave this group out in your product planning and packaging design. Most senior individuals have large expendable incomes, so you certainly want them to be splurging in your store. They normally prefer neutral colors, although purple, blue and red can also charm them. Facebook Twitter Youtube Instagram Like & follow our social media pages to see more updates and promotions ! Tags: Label Design steven
