Power Of Colour??In Packaging??

when it comes to the communication function of packaging, colour is one of the most significant components for

attracting customers. Colour is evocative. It has the power to trigger feelings & thoughts whether positive or negative. Ultimately it comes down to this: for colour to contribute to the successful match between product and target consumer. It is crucial to keep the below goals in mind when choosing packaging colours:

?? KNOW THE CUSTOMER

Keep the mindset of our customers at the forefront of all packaging colour decisions. Whether it’s their age, gender,economic status, or education level, put us in their shoes to see what motivates them to buy.

?? KNOW YOUR MESSAGE

What is the end goal of our product? What message do we want our packaging to send to the buyer? Is it about health & wellness or is it used to make the customer feel attractive or help with a problem? Is it about luxury? Is it about value? Regardless, make sure the colours send the right message. By considerations theses in mind, let’s look at packaging colours and what they mean:

??WHITE PACKAGING

In colour psychology, white is considered the blank canvas. It communicates innocence, equality, and new beginnings. It’s safe, simple, unadventurous & conservative but a good choice to create a look that signifies purity, efficiency or simplicity.

??BLACK PACKAGING

Black is a powerful colour, signifying control and authority. It make products appear heavier, higher end and communicate an enhanced perceived value. It evokes mystery, class and elegance. Addition of secondary colour to black packaging to change the connotation. Gold/silver foil stamping creates elegance and sophistication to attract a wealthier market. Adding red creates an adult or sensual connotation.

??BLUE PACKAGING

The most liked colour by both males & females. Darker blue is suited to an older market & bright blues appeal to a younger market. Colour psychology links blue to honesty/strength/harmony & relates to the product’s effectiveness & reliability. Darker the blue packaging more professional, serious & conservative. lighter blue packaging softer & more creative.

??RED PACKAGING

Red draws attention & stimulates the senses & excites the potential purchaser bcz red signifies liveliness,action,passion,enthusiasm & strength. Dark reds are professional & luxurious,while bright reds are more exciting and energetic. Adding gold/silver for the printing/decoration of red packaging increases the perceived value.

??GREEN PACKAGING

A colour associated with balance & harmony & linked to security, wealth & growth. choice for nutraceuticals/eco-friendly/natural products.Green suggests natural,organic/healthy items. Dark green implies wealth, luxury & quality, while light greens suggest environmentally safe & nutritious.

??YELLOW PACKAGING

Yellow is evocative of original ideas and creativity. Mentally stimulating which makes it a good choice for saturated markets. In packaging yellow suggests either original/innovative or a cheap fun product. With its +ve & happy energy, it attracts children/young adolescents & be a great fit for products that aim to lift the spirits or bring joy.

?? PINK PACKAGING

Appropriate for products relating to the Kids and female market. such as Toys, cosmetics, beauty and even pharmaceutical bcz pink is inspirational,empathetic & soothing. In softer shades its feminine & youthful,in deeper shades its more passion & energy.Dusty/subdued pink attracts a more sentimental and older market. Using bright pink imply a less expensive and trendy product, which is eye-catching to Kids & teens.

?Overall colour?? is certainly an important factor in total product design and I believe that colours compelling packaging stimulates the consumer’s five senses. What’s your thoughts ????

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