When it comes to the choice of colour, product packaging design follows the same rules as using colour in other forms of marketing materials. The choice of colour for your corrugated box packaging will help influence how the recipient feels when they receive, open and use your product – particularly in retail, shelf ready products and eCommerce The use of colour will improve brand recognition and trigger a flood of feelings and associations with the consumer. Conversely, if a product’s colour does not appropriately represent its purpose, this can confuse and even damage a brand’s sense of identity. So now you can see why the use of colour is so essential for packaging your product.
Research compiled by Colorcom suggests that consumers “make a subconscious judgment about a person, environment, or product within 90 seconds of initial viewing and that between 62% and 90% of that assessment is based on colour alone.” Further research indicates that brand recognition can be increased by up to 80% by effective use of colour throughout marketing, packaging and logo design.
So, what does each colour really mean? And how would its use influence a consumer positively or negatively?
Green
The emotional perception of the colour green is typically dependent on the shade. Usually, bright, warm yellow-greens are energising, fresh, healthy and calming, deeper blue-greens more relaxing, and earthy greens natural or eco-friendly. This is why the use of Green of course, makes us think of the great outdoors! Did you know our client Jameson use 100% recycled bottles for all their bottled products? No wonder they went for a bold green statement for their eco friendly product and packaging.
Blue
The colour Blue tied closely to the sea and the sky. Stability, harmony, peace, calm and trust are just some of the feelings your customer may feel about your brand when you use this colour. Conversely, blue can also carry some negative colour associations and be seen as a cold colour. However, as reliable and constant as the sea and sky – Blue is a colour synonymous with quality, reliability and safety. Our client Blue Print are part of The Bilstein group, one of the world’s leading automotive specialists offering repair solutions for all popular makes of cars and commercial vehicles. Their striking blue packaging represents this stable global market leader and the subliminal message here is one of a brand you can trust. The same can be said for Nursem, a great choice of colour for their packaging. When we think of health, we can’t help but thing of the reassuring logo of the NHS which is blue – peace, calm, cleanliness and happiness – the perfect packaging colour choice for this leading hand cream business!
Purple
Purple is a royal colour and associated with power, nobility, luxury, wisdom, and spirituality. It’s a bold statement though! As you can see on this clients box, an award-winning International catering manufacturer, they have even used a crown symbol to highlight this even further. Purple certainly stands out from the crowd!
White
White showcases innocence, goodness and humility. White is clean and simple, but also represents quality and sophistication. The perfect choice of colour for the packaging of these two brands – refined and elegance at its best.
Black
In colour psychology, black’s colour meaning is symbolic of mystery, power, elegance, and sophistication. Consequently, it is often the choice for high-end brands who want to ensure they are seen as a company who set themselves out from the rest. This is undoubtedly the case for the corrugated box packaging shown here by Harrys of London – a designer footwear company, and iCandy, a luxury pushchair company who position themselves as “British craftsmanship and no limits.”
To Conclude…
The majority of customers make snap judgements about the products they want to buy based on the colour – and this starts with the packaging itself! Therefore, an underlying understanding of colour psychology is fundamental to ensure that your product is packed in an attractive and eye-catching manner in order to boost its sales. Reedbut has vast experience in designing branded cardboard box packaging. Our cutting-edge colour matching technology will ensure the colour you select is the colour that is printed on your packaging. We would be delighted to assist you with your next packaging project. So don’t waste that one chance to make a positive first impression!