Color is one of the most significant components of packaging. It’s the most visible element at first glance, making it vital in capturing customers’ attention. But beyond its visual appeal, color has a psychological impact as it tends to affect a buyer’s perception and purchasing behavior.
Color and consumer behavior
According to a survey, consumers subconsciously judge a product while viewing it, and up to 90% of them base their assessment solely on the item’s color. In addition, for 85% of shoppers, color can influence purchase decisions.
The psychology behind this is that color tends to trigger certain feelings and thoughts. Because of this, packaging color schemes can generate positive emotions from the buyer even before they learn anything about the product.
While perceptions of color are subjective, some colors have universal meanings. For instance, red is considered warm and evokes power and excitement. Meanwhile, green is often described as cool and relaxing, while blue is interpreted as calm.
The science of color
Let’s take a closer look at how certain colors stimulate responses. Scientists have found that adding red coloring to cherry- or strawberry-flavored drinks tends to increase consumers’ perception of sweetness.
Meanwhile, a study about juice packaging found that orange design had led consumers to expect a higher level of fruit juice content in the product than the same item wrapped in white packaging.
Furthermore, yellow is known to be the fastest color processed by the brain, making it effective in grabbing attention. Studies also show that when you look at the color yellow, the brain releases the “feel good” chemical serotonin, giving you that enthusiastic, hyped-up feeling.
Other colors such as pink, purple, brown, black, and gold are also among the widely used design colors across industries. The infographic below will help you understand what these shades evoke in terms of branding and consumer behavior. It will also guide you in selecting the best packaging colors for your products.
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