• Prahal Saravanan

Why color of your packaging matters?

Color psychology plays a big role in advertising and retail sales. Package color has a notable effect on consumers and can turn them on to your product or chase them away. Depending on the demographics of your target market, the colors you choose to employ on you packaging can make or break the success of a product.

Choosing the right colors to invoke the right emotions is a tightrope act that when done correctly, can produce amazing results. But which colors are right for your packaging?

What different colors mean to your brand identity on the shelf:


Black represents authority and luxury...

Using black as a main color in your packaging exudes a top-tier product identity. It also represents elegance. Globally, black exemplifies a wide range of emotions, from trust, to evil, and also mourning. Selecting different colored packaging for different locations may be worth considering when selling globally. Align color selection with your product and its intended retail geography.

  • May evoke power, elegance, formality, death, evil, and mystery.

  • May invoke fear and the unknown (black holes).

  • Sometimes manifests negative connotations.

  • Suggest strength and/or authority.

  • Considered a symbol of grief by many.


White represents cleanliness, purity, and simplicity...

White packaging exudes simplicity in your product. The clean and pure color (or lack there-of) allows for clear and concise messaging, and exudes peace and calmness. White can also induce thoughts of creativity, likened to a white canvas with endless possibility.

  • May evoke light, goodness, innocence, purity, and virginity.

  • Signifies perfection.

  • Manifests feelings of safety, purity, and cleanliness.

  • Generally invokes a positive connotation.

  • Often used to represent faith and purity.


Red represents passion and boldness (and appetite)...

Red packaging is bold, and is a great color to use to grab attention. Additionally, red gets the metabolism going! This is good for foods, as a moving metabolism creates an increased appetite. Red can also create feelings of excitement and passion.

  • May evoke energy, war, strength, power, determination, passion, desire, and love.

  • May increases respiration rate, raises blood pressure in most individuals.

  • Often represents a warning of danger.


Orange represents fun and low-cost...

Orange is the color of fun! Several studies have found that orange, yellow and brown are correlated to inexpensive or affordable products, but also showed as the least favorite of colors among adults. Children are most drawn to orange as well. It is also related to satisfying foods.

  • Evokes the energy of red and the joy of yellow.

  • May invoke joy, sunshine and tropical weather/flavors.

  • Often manifests enthusiasm, fascination, happiness, creativity, determination, attraction, success, encouragement, and stimulation.


Green represents growth and nature...

Simply put, green is natural. Green is often correlated with health, wellness, and money. Use green to connect your product with the environment. In some countries like Indonesia, however, the color green is actually forbidden. Be sure to check the significance of color in your global endeavors.

  • May evoke nature (the green man), growth, harmony, freshness, and fertility.

  • Manifests intense emotional resonance with safety.

  • Often creates thoughts of money.

  • Used to invoke stability and endurance.

  • Commonly used as a symbolic representation of: trust, loyalty, wisdom, confidence, intelligence, faith, truth, and heaven.

  • May be beneficial to the mind and body.

  • Has the ability to slow down human metabolism and produce a sense of calm.


Yellow represents optimism and hope...

Yellow is the most visible color in the color spectrum. When used as a main color in your packaging, yellow exudes excitement and positivity. Yellow is a good color to use in retail displays to draw customers in to your product. It also exemplifies happiness and a light-hearted product.

  • May evoke joy, happiness, intellect, and energy.

  • Manifests cheerfulness, stimulates mental activity, and generates muscle energy.

  • Attention grabbing.

  • May represent honor and loyalty.


Purple represents imagination and success...

Purple invokes imagination in consumers. It also exudes success and uniqueness. It isn't gender-specific as it used to be, but still tends to garner more attention from females and children. It is a bold color that entices consumers to look further.

  • Evokes the stability of blue and the intensity of red.

  • Acts as a symbolic representation of power, nobility, luxury, and ambition.

  • Suggests an air of wealth and/or royalty.

  • May evoke wisdom, dignity, independence, creativity, mystery, and magic.


Blue represents trust and reliability...

Blue is the color of trust and reliability, and the different shades give even more depth of meaning. Bolder blues represent a more serious or professional product. Lighter blues present more creativity and light-heartedness. Blue also contributes to calmness and security.

  • May evoke uniqueness and authenticity.

  • Enthusiastic, sympathetic and personal are emotions suggested by this color.

  • Favored by the Idealistic, spiritual and sincere.

  • May also invoke peace, flexibility and imagination.

If you are looking to design your packaging with a greater focus on color selection, get in touch with us. Our team can help drive revenue through outstanding package design options.


27 views0 comments

Recent Posts

See All
Salem Print Logo.png

Salem, Tamil Nadu, India

  • White Instagram Icon
  • White LinkedIn Icon

© Salem Print Pack 2020