It is about brand color. The most famous brands are recognized for their colors. This is the first thing people see; they already have a feeling about the brand by looking at its logo and packaging, before even finding out what your company does. The colors for your packaging shouldn’t be random; every shade has to make a statement.
Colors cause emotions and thoughts faster than text and can make people buy more and remember your company. Psychology of the tones, customer behavior, your target audience culture, and other features should all impact the choice. You can find more information on design blogs where color professionals submit guest posts; but for the basics, refer to this article.
The Importance of the Brand Color for Packaging
Being the visual representation of your brand, it’s clear that the palette you use will be associated with your brand. It should reflect your philosophy and target the particular kind of clients you want to get.
Having a brand with “tenderness” in its title and product descriptions and bright red and black in the logo just doesn’t fit together.
Besides, 85% of people make a decision to buy based on color. That’s a lot of responsibility on the shoulders of 1-2 shades. By the way, here’s the first recommendation. It’s better to use one or two colors (as 95% of companies do) unless your brand calls for more.
The importance of your brand color can be proven with one example. Honda, a car manufacturer, conducted an experiment once, finalizing purchases in two rooms: a regular showroom and a special “blue pod”. The color calms people down, showing that the space is safe. As a result, 35% more sales were made in the blue pod due to the relaxed state of the buyers.
The choice of shade is as important. Electric blue and calm light-blue have completely different effects. Before making the final decision, Google went through 41 blue tones. They say it brought extra $200 million dollars to the company.
The packaging color has to reflect your brand, its origin. The Danish beer company, Carlsberg, used the famous “hygge” concept for their large rebranding. Instead of green tones, the designer team used white and gold. The bottle also became brown, bringing not only a philosophy connection but preserving the beer better by letting less light inside.
The examples are plenty. But how to choose only 1-2 shades that will increase sales, convey your brand’s meaning, and make it memorable?
Looking for a Perfect Package Brand Color Fit for Your Business
The way to a perfect combination is as complex as the task. Many businesses make the same mistake of approaching the matter carelessly. They focus more on trying to find the best target market for their products instead of putting more effort into research.
It’s essential to find out what this market is about. How does it see such brands, their main colors, their personality, and what they stand for? A proper color of your packaging can make a statement and bring you to the TOP list pretty fast.
First of all, think about what your brand is like and what you want to convey using it.
33% of companies use blue for their brand (packaging included; the colors have to be seen on everything from your logo to packaging and uniforms). The blue color stands for security, trust, calmness, reliability, and authority. It can bring a sense of relaxation and security as well as a feeling of royalty.
29% of companies have red as one of their package colors. It’s strong and passionate, represents your leadership and aggressive features. In combination with another shade, the red color can be anything from a sweet flower to a bloodstain.
- Black and grey.
About 28% of brands have black or any shade of grey as a part of their unique palette. Black can represent minimalism, the serious tone of the brand, or its classic incline. Grey can be used to establish authority, and also brings a sense of a classic or even conservative product.
- Yellow and gold.
Around 13% of businesses use these colors for their packaging. Yellow is associated with motivation, life energy, cheer, and positivity. The degree of brightness regulates the strength of those qualities. Gold adds a richer, calmer feeling. It’s a festive, noble color.
Everything connected with joy and warmth is also associated with the orange color. It can be a calm orange to convey the warmth of the sun or an acid orange which almost creates optical illusions when you’re looking at it.
Eco-friendliness, sustainability, nature, well-being, health are all connected to the green color. If you make an emphasis on freshness and clean production, green has to be in the package and your brand color set.
White is also a color used in minimalistic, classic logos. It represents purity and clarity, honesty and truth. Using it in packaging, remember, that even the smallest stains are visible on this color.
Every color has character, and you have to pick the right combination. Research on customer behavior showed that it takes only 90 seconds for a brand or a person to impress someone. And more than 60% of this impression has colors in its foundation.
Things to Consider When Choosing Packaging Colors
The packaging design and color are directly connected to customer behavior. Here are things to consider before making the final choice of the palette:
- Target market and audience.
Make sure the colors will resonate with the market and buyers you target on. How old are these people? What gender are they? How much money do they do? What are their occupations? What are their cultural features? Research, conduct surveys on feedback platforms, such as helpfull.com, and get the information.
- Your special feature.
While it’s important to fit the market, you don’t have to be just like the competition. Try to add something special to your package design to stand out. Look at the competitors and decode their color choice.
- Your company’s purpose.
What do you want to bring into the world? More eco-friendliness or security and quality. Choose several key purposes, the thoughts you had in mind when creating the product idea, and assign colors to them.
When the choice is made, be consistent with it. The website, social media accounts, packaging, etc. have to contain your theme colors.
The packaging colors of your brand are its representatives. Think about how you see your brand represented: with richness and purity, passion and strength, or serenity and relaxation.
Frank Hamilton has been working as an editor at guest posting service Adsy for a year. He is also a professional writer in such topics as digital marketing, SEO and blogging.