Research shows that the visual appeal of a product is a major influence on a consumers buying decision.
According to Color Psychology, the colour, look and feel of a product affect 93% of the buying decision of consumers. Depending on your target audience, your packaging colour can draw your audience in or chase them away.
Specific colours, when used in your packaging, can elicit certain emotions that can influence the way
buyers perceive a product, and some particular hues can increase appetite!
In a study on the impact of colour on marketing, researchers have found out that up to 90% of quick
judgements made about products can be based on colour alone albeit depending on the product.
But how do you pick colour hues that suits your brand, associates it to your product, and appeals to your audience?
Keep these things in mind:
Think of your audience
Always keep a laser focus on your target audience. They are, after all, who will consume your products. Identify and understand their needs and motivations. What is their age, gender, economic status, education, etc? This will help you narrow down colours to a few that you think will appeal more to them.
Know your message
The packaging colour should communicate about the product and the message you want to send to your audience. For example, the colour you chose for the products packaging associates it with the composition of your product. Example, a red packaging when a product has a cherry or strawberry composition in them. Moreover, do you want them to think about the product as fun? Do you want it to appear luxurious?
Maintain design and font consistency
The colours you choose should be cohesive with the design and font as these also send a message across to your buyers. Never go overboard as you lose out on communicating your brand’s voice. Your brand and products story should flow seamlessly through your packaging design, font, and colour.
Stick to your brand colours
Keep in mind that your audience should be able to recognise your brand no matter what the packaging or colours. Always maintain colour consistency and brand identity. Most of the influential brands have colours that they are easily recognised by—the effectiveness of colour and design consistency can be seen in consumer recall.
Let’s explore the infographic created by Iconic Fox to know how each colour influences emotions and purchasing decisions.
Clara Cassidy, Founder and Marketing Manager of Custom Printed Bags & Boxes, is a marketing professional with years of experience in branding, promotions and events.