Colors play a crucial role in product packaging design. Experts believe that packaging colors evoke emotions. Colors can give the product the power to lure consumers to buy.
Research has revealed that buyers choose goods to buy on the shelves in as fast as 20 seconds before they settle for substitutes. The product packaging design that looks interesting is more likely to get picked. This explains why many items with poor presentation fail.
With this, designers pay close attention to the color selection when creating packaging. A little mistake may require the product to scream a lot louder in order to get the buyer’s attention while on the shelves along with the other items. People will buy products that are more noticeable. This means more money for the manufacturers.
Unfortunately, there are many similar products with unique packaging out on the market today. This makes the competition even tougher. Choosing the right color to come up with the right product packaging design is certainly the best way to get noticed. There are three ways to determine which color best fits the product.
1. Compare Product Packaging
Business owners should also do their homework before they seek help from prototype packaging experts. This can make the product packaging design a lot easier.
Business owners should take time going out to real markets. They may go inside the grocery stores or department stores where their products are likely to be placed. Taking time to compare all the product packaging can provide reliable information that they can use as a guide in making decisions.
It is important that the packaging design makes the product identifiable with only a few tweaks to the external look. Business owners and designers should determine which of products on the shelves attracts them the most and figure out why. With this, they will be able to make their own product better.
2. Consider Color Psychology
Another important aspect to consider in choosing the right product packaging design color is the color psychology. Business owners and designers should understand how consumers respond to what they see. Color psychology is applicable to almost all forms of product design and advertising. This includes vehicle wraps, banners and signage. Every color has its own meaning in psychology.
• White
White is ultimately a neutral color. It connotes simplicity and purity. Almost all colors can be paired with white. People perceive white as a symbol of cleanliness and order. White gets rid of chaos and clutter. However, it sometimes appears dull and lifeless.
• Black
Black works best with clothing lines as it looks sophisticated and provides a slimming effect. Black also works great with any other colors as it is an ultimate neutral color like white. Black also denotes authority and power. However, it does not always go best with food packaging designs as it can also symbolize death and decay.
• Orange
Orange is a cheerful color. It stimulates alertness, creativity and the appetite. It captures attention like red. The only difference is that orange does it without an aggressive undertone. Orange may evoke feelings of love and hate. Other colors that have tints of orange are terra cotta and rust.
• Red
Red is a stronger and more powerful version of orange. It also stimulates activity and the appetite. In fact, many restaurants use red in order to provide an atmosphere that will trigger customers to eat more.
Additionally, red pulls high energy and enthusiasm. Product packaging design that uses red is more likely to get noticed on the shelves. However, it must be combined with other colors to boost its effect. When trying to reverse red’s strong effect, pink can be used.
• Green
Green provides a refreshing and invigorating feeling. It is the most visible color to the eye. While natural greens evoke peacefulness and calmness, the undertones may represent envy or illness. Designers can stimulate relaxation and harmony with the right hue and intensity.
• Yellow
Yellow has a lot of good and bad meanings in psychology, and it should be used with caution in product packaging design. This is because yellow is the most difficult color to process. The right yellow tones may evoke cheerfulness and happiness.
However, some yellow tones may stimulate a bad mood. This is especially true in babies. They tend to lose their temper when exposed to areas with more yellow. Using yellow on baby products should be done carefully and paired with other colors. Many car wraps also use yellow. This is to enhance visibility while the car is moving.
• Blue
Blue is a relaxing color. However, it suppresses the appetite. This is why there are only a few restaurants that use all blue paint or wall decals. Blue is popular and applicable to both genders. Depending on the contrast, hue and intensity, it can either be depressing or exhilarating.
• Brown
Brown is wholesome. It is the color of nature and health. Brown can be lighthearted and somber depending on its partner. Coordinating brown with orange or red can greatly enhance its effect.
• Purple
Products that use purple in their packaging comps tend to appear artificial. This is especially true with food products. This is mainly because purple can rarely be found in nature. However, it connotes sophistication and royalty. Its undertone stimulates either aggression or calmness.
3. Coordinate Colors
Colors can create a successful product packaging design when paired with the right partners. Each color may have different meanings, but they can give way to a different feeling once properly coordinated. It is important that colors used in the product packaging design match the product itself and the container. There are factors to consider when getting the right color for the packaging.
• Product Color
Designers should know the product’s color before they decide on the packaging design. They can come up with product comps that either hide or show the color content.
• Container and Closure Color
The container color is also essential. This is because the artwork color may not work with it well. The product packaging design should complement both the container and its closure.
• Artwork
This is the final phase of the product packaging the design. The colors of prints and labels should perfectly match and coordinate with the container and closure colors.