What is the Packaging Colour Psychology?

Different hues influence emotion and human behaviour in multiple ways. A person’s response to a specific colour is triggered involuntarily and is driven by psychology. Colour has Psychological association.

For example, black adds sophistication to any packaging, grey or brown make the packaging conservative or masculine, pink adds a feminine touch, red draws attention, while brighter colours tend to reduce the seriousness of packaging. Shade and tint also play a role. They simply decide how a bright or dull colour should be since various tones have different meanings.

Let’s take a look at popular colours and their identification to various products.

Red

Red can be thought of as Powerful (Signifies strength and virility), stand for a lot of things. For instance: Stimulates the digestive system and circulation of blood, Arouses the process of self-preservation, etc. It really depends on the red shade you are using. While Light red is cheerful, Dark and bright induce depression and irritation, and in case of Cherry red, it is sensuous.

Orange

Psychology associates orange with optimism, confidence, exploration, and extroversion. However, various shades of orange have different meanings. It can also be thought of as Subtle (Express action), however, is a difficult colour to work with. But when done right, it looks clean, and appetising.

Yellow

In packaging, yellow suggests originality, innovation, and fun. Yellow packaging is usually targeted at adolescents and children. It is an excellent alternative for products that aim to make people happy.

Pink

Pink is non-threatening and calming. It is associated with beauty, empathy, and sincerity. Softer shades of pink are usually used for every product packaging that are targeted towards females. However, darker shades of pink or merging pink with darker colours signify sophistication and strength.

Green

Green has been a staple colour for natural, eco-friendly, or healthy organic products. It is often linked to Quiet and Refreshing, Youth, Growth and Hope.

Examples of Products as per their Colour Identification

• Milk [Dark blue/pale blue/white]
• Coffee [Brown/Gold]
• Spices [Green/Grey; red when they are strong (paprika)]
• Chocolate [Red/orange (Sweetness of chocolate) Brown/pale blue]
• Frozen food [Bluish green/white]
• Detergents [Blue/white, eventually green]
• Razor Blades [Steel gray/medium blue]
• Menthol cigarettes [Pale green/white]
• Insecticides [Yellow/black]
• Baby products [Pale pink/ pale blue]
• Perfumes [Violet/lilac]
• Furniture Polish [Brown shades]

Colour has association with products. It can trigger emotions, feelings, and thoughts about your product; and, directly affect the purchasing decision. Thus, picking the right colours or colour for packaging is all the more significant.

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