Color Psychology: The Color Behind Your Brand
Maybe you’ve wondered why your beauty products are often wrapped in pink or purple packaging or why major soda manufacturers package their products in bold colors such as blue and red. The answer is simple: It’s all about color psychology. Whether or not you know it, the colors that surround you on a daily basis can have a significant impact on your mood and can determine your positive or negative feelings towards brands, billboards and buildings. As you set your branding priorities for 2015, be sure to make the most of your brand’s opportunities by keeping a close eye on color.
Whether you’re launching a new company or revitalizing an established brand, you’re likely thinking about how you’ll handle logos, product packaging and other brand identifiers. There are a variety of factors you need to think about as you do so including font, shape and color. Perhaps the most important of these is color, which is one of the first things any consumer will notice about your branding efforts. As you make packaging design and branding decisions, keep this basic information about colors in mind:
- Red is associated with energy and excitement. It is also associated with impulse buying, so is often used as the color to advertise sales.
- Blue is considered the color of peace, security and tranquility. It is also associated with trustworthiness and male energy.
- Purple is the traditional color of royalty and is associated with wealth and respect. It is frequently used for skin and beauty products.
- Green is associated with health, tranquility and nature. It is often used to promote environmental causes and eco-friendly products.
- Orange and yellow are considered motivational, optimistic colors, but they can also cause a sense of urgency.
- Black is associated with power and strength, but it can lose its meaning if it is the only color used as part of a packaging or marketing campaign.
- White is considered a symbol of purity and wellness. It can also be used to signal neutrality.
Incorporating Color in Packaging Design
When it comes to product packaging, choosing the right colors to promote your products is absolutely essential. First, think about the category under which your product falls. If you make a beauty product, consider using purple or white packaging. If you want to focus on the eco-friendly aspects of your product, choose green. Tying your product’s purpose to the color of the packaging can have a strong, subliminal effect while building a colorful connection to your brand on the consumer market. Work with Fastkit to create custom packaging for your product that shows the true essence of your brand through color.