Think about your favorite brands. What are they? What does their packaging look like: the colors, the shapes, the font? Each and every piece of the branding experience was carefully considered and analyzed by at least a dozen people. And, believe it or not, there is psychology behind each and every choice.
Certain colors can influence a consumer in a variety of ways. There is evidence-based psychology behind the use of color in logos, branding, clothing, and yes, packaging. Black and white packaging is iconic and timeless, while bright colors are fun, bold, and youthful. Let’s delve into some of the psychology behind these colors and see how they influence the buying process.
Bright colors are very powerful in swaying a buying decision. Walk down the aisle of any grocery store and you’re bound to be bombarded with a rainbow of colors vying for your attention and purchase. Foods marketed to children in particular are awash in a broad spectrum of bright, loud hues screaming “buy me.” In fact, 93% of shoppers admit that they place the visual appearance and color of an item above other factors when they shop. For example, when you think of Coke, what immediately comes to mind? The color red. The iconic Coke red conveys a sense of passion, energy, and boldness. And, similar to the golden yellow arches of McDonald’s, red is often associated with appetite.
Black invokes a feeling of power and respect. A black product, car, dress, package, or pair of shoes conveys a sense of authority, even luxury, that demands a consumer’s respect and hard-earned dollars. This is especially true with luxury cosmetic products and brands. Think Coco Chanel and Mercedes-Benz. Color plays a huge role in impulse buying as well. Impulse shoppers believe, rightly or wrongly, that an item packaged in black is top-quality and therefore purchase without the added step of researching the competition or shopping around.
On the flip side, white is pure, classic, and fresh. A blank canvas. Brands that want to convey a sense of minimalism and simplicity would do well to include white in their branding palette. A good example of this is Apple. In an industry where people might feel overwhelmed by complicated technology, Apple is presented as intuitive, minimalist, and simple with their predominantly white packaging. Consumers are willing to pay a premium because they believe in this message. This also applies to many organic or healthy food brands wanting to convey a sense of product purity with simple, healthy ingredients free of dyes or additives.
What does your packaging say about your brand or product? Every element of your packaging matters, from the material and design you choose down to the color. Give us a call to discuss your unique packaging, branding, and design needs!