The Impact of Color Theory on Your Packaging Design Choices

It's well-known that the design of product packaging plays a significant role in shaping consumer choices. Shoppers often identify brands by their shelf appearance, making the choice of packaging colors crucial for attracting attention. Fortunately, there is a wealth of publicly available research on color theory, which explores how different hues can impact feelings and actions. Here’s a guide to selecting the most effective colors for your product's packaging.

How color theory and packaging design influence consumers

According to a survey conducted by Ipsos, more than 70% of American shoppers believe that the design of product packaging affects their purchasing choices. In other words, buyers often make selections based on the visual appeal of products displayed on retail shelves. It’s crucial for your product to stand out in a crowded marketplace. Strive to ensure that customers can easily spot your item in stores at a glance.

What is Color Theory?

Color theory posits that different colors can trigger specific emotions and influence actions. Over time, this field of study has become increasingly detailed, pinpointing the typical emotional reactions people have when they encounter particular colors. Below are some established connections between colors and emotions based on color theory:

• Red: Urgency, excitement, appetite
• Green: Calm feelings and the association with health, peace, or nature
• Blue: Security and trust; the brand often appears intelligent
• Purple: Feelings of creativity, beauty, wisdom and problem-solving
• White: Purity and cleanliness
• Black: Respect and certainty; the brand comes across as an authority figure
• Orange and Yellow: Optimism, joy, the sense of adventure
• Orange and yellow often produce similar results according to color theory, but distinctions still appear. Depending on other design elements and the target audience, orange may evoke feelings of caution as opposed to adventure.

Why Color Theory Matters to Your Brand

An essential element of developing a brand is the establishment of a color scheme. These colors play a significant role in product packaging, advertisements, social media content, and various marketing platforms. Understanding color theory can be advantageous here. With your awareness of how colors influence consumer behavior, you will find it simpler to create an effective color palette for your brand.
When choosing your color scheme, remember to consider your brand's identity. What traits define your brand? If your brand were a person, what kind of demeanor would they exhibit when interacting with customers? Use these reflections to guide your choices in color and branding.

Choosing the Right Packaging Color

Once you've chosen a color palette, the next step is to determine the most suitable color for your packaging. We recommend examining the packaging of your competitors and gathering insights about your target audience. Understanding which products are performing well is crucial before launching a new item in the market.

The color represents your brand

Once you've chosen a color palette, the next step is to determine the most suitable color for your packaging. We recommend examining the packaging of your competitors and gathering insights about your target audience. Understanding which products are performing well is crucial before launching a new item in the market.

The color gets customers’ attention

Shoppers typically don’t invest a lot of time scanning the shelves. Set your brand apart from the competition by making sure your packaging stands out as distinctive and eye-catching.

The color creates emotional connections

Think about the emotions you want your customers to experience when they encounter and buy your product. These feelings are fundamental to the principles of color theory. While emotions can vary from person to person, color theory plays a significant role.
Take Starbucks as an illustration. The well-known green hue they use creates an atmosphere of tranquility and comfort within their stores, which lingers even after customers walk out with their coffee.

It's important to remember that color isn't the sole factor influencing emotions. Aspects like the design of the product label, the typeface selected, and the materials used for packaging also play a key role in shaping consumer feelings and purchasing behaviors.

Conclusion

Understanding color theory can significantly enhance your product packaging design. It's important to stay updated on popular color trends while keeping your brand identity at the forefront. When creating your packaging, keep in mind that capturing the customer's attention is the crucial first step toward making a sale.
For your upcoming product, explore our curated collections of colors for exceptional glass packaging options!