Last Updated on May 29, 2024 by Steve Harsh
Did you know that the packaging color strategy behind your branding efforts can completely change the meaning behind your brand? It can completely transform your desired message and give a message you would not know. So, understand the best strategies for making your brand packaging look special using the right color messaging for your audience.
This blog will give you the best strategies to change your need to make things special. We will talk about the psychological messages behind the different colors of your packaging. At the same time, best practices according to different specifications of your boxes.
We will discuss color theory, brand identity, trends, colored packaging, color storytelling, and their use in high-quality products. You will learn a lot about color in packaging and how it can change everything when the right packaging color schemes are used.
So, let’s start it!
When it comes to the colors behind the packaging, you can have great results with the right colors according to your brand voice. All you have to do is make sure you evoke the right emotions in your customers. One thing is for sure: You can not use red if you want things to look simple or use yellow when you want things to look sophisticated.
Using colors like black and golden would evoke a feeling of luxury in your products for your customers. Your brand is associated with the color of your packaging on every marketing channel. Once you have established a brand online or offline, you can not change the color of the packaging, or you will lose the complete marketing effort you have made behind branding.
At the same time, your color makes sure you appeal to a certain audience. If you do not appeal to your audience, you can not make a statement and get a real response.
Now, in this section, we will talk about why you need to make sure you use the right color and that it goes with the message you want to convey. Here are some colors and what kind of message they would offer to your audience when you use them for your brand:
Now, we all know that red is a color of excitement and energy and also goes for passion. Here are some scenarios where you should be looking to use this color for your brand:
If you want to add stability and calmness to your brand voice, you can use blue for packaging. So, you can use this color for healthcare, legal sector, and technology packaging. At the same time, you can use different shades of blue to convey different things about your product. For instance, you can have navy and royal blue for convening authority and sophistication.
On the other hand, lighter shades like aqua and turquoise can create a feeling of freshness. If you want to stand out as a brand, you can try blue in different shades and unique color combinations. Also, it provides objective common connotations across cultures, which makes this color a great choice.
They are one of the most commonly used ones regarding freshness and health brands. Here are some other tips for using them:
Yellow is a perfect choice for creating positive emotions among your customers. Here are some other things they provide for your products:
Now, the use of the right product packaging color can be a major difference between success and failure. So, you should always make sure that you use the right color according to your brand, personality, values, and voice. Here are some tips:
When your brand color is consistent, you offer better brand recognition on every channel. They are a way of creating a visual cue that makes sure your customers recognize your brand easily. At the same time, in this way, you offer your customers the opportunity to see the same colors repeatedly, which helps build trust and familiarity with your brand.
In the same way, consistency in your packaging color makes sure your brand becomes more memorable for your customers.
When it is about telling stories with the brand packaging color you are using, you need to be clear about what you’re trying to achieve. Here are some examples of what we are saying:
When it comes to the power of trends in colors you use in your packaging, you must keep yourself up to date. So, you should embrace what is trending and improve your brand image with the freshness of the trend. At the same time, you should ensure the trend resonates with the target audience and their demographics.
You can also use color trends to find out the future color preferences of your customers that you can use in your packaging. Still, ensure that the colors you choose from the trends align with your brand values and message.
In this section, we have studies that can improve the perception of your product flavors. You will also learn about other perceptions of your products that you want to enhance.
When it comes to visual cues, symbolism in your packaging can be a major element. So, making sure that you get the best out of your food packaging depends on what your customers are interested in. For instance, you may want to offer healthy food for them.
Here, you need to ensure that the packaging you give your customers evokes a feeling of healthy food. At the same time, if you are making a health claim with the products, your packaging should accompany it. For instance, using low-arousal colors on your food products may increase sales.
On the other hand, studies show that using symbolic health claims on packaging may not increase sales. The reason behind this failure is that people did not understand the symbolism on the packaging that could improve sales.
When you are looking to make things more impressive and cohesive with your brand, you need to make sure it also goes with the flavor of your product. Studies show that your customers would associate the green color of your packaging with seasonal green. At the same time, a study showed that 80 percent of people in the study associated purple cracker packaging with synthetic content.
Another study shows that people associate brand colors with common things in life. For instance, a study showed that of people who were given products with white and black color, 90 percent of people associated black with death. On the other hand, only 10 percent of them associated white with death. This shows that people tend to associate colors differently with different things even on product packaging.
On the other hand, food products may have a spicy taste when red color is used in them.
Studies even show that a certain color of packaging can change the perception of the level of a certain flavor in a product. A study shows that red products were perceived to be sweeter than blue products.
Scientists have also found that a product’s healthiness is also associated with its packaging color. For instance, if a product is packed in green, it may be healthier than those with other colors. At the same time, when a product was considered sweeter, the study subjects considered it less healthy.
On the other hand, when the sweetness factor was controlled somehow, the healthiness factor was mitigated as well. These results show the importance of product packaging color in different brands. Still, many other factors influence different perceptions about the product.
It is also a proven fact that the perception of flavor intensity is associated with the product packaging color. So, packaging colors and color combinations do matter a lot.
Choosing the right color for your brands can be a major thing you must remember. You should ensure the following:
It may not be necessary to get a good product packaging design, but it is essential when you want to make your packaging memorable. Making sure that your packaging aligns with the brand’s voice and values is essential, and so is hiring a professional designer for your packaging. You can hire companies that offer design services and packaging services.
Yes, make sure that you follow the trends shaping the world of product packaging. You need to be sure that you get the best trends on your side, which can enhance the sales of your products. Make sure that you use trendy colors to enhance your sales.
When choosing these colors, you should know the emotions and values you want to communicate. Then, you should choose the colors with these emotions and values and use them for your packaging.
No, there is no color palette that can guarantee you success when it comes to packaging colors globally. You need to choose according to the brand identity and product type. At the same time, you need to understand color psychology in a certain country and choose colors that align with your goals. Just be sure to choose the best packaging colors and get the best out of it.
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