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Reasons why colors matter in packaging

Red, Blue, Yellow, Green, colour may simply be a piece of the fundamentals however for organizations they stand a critical job. Colour is significant in marking and advertising since it is the place initial introductions of clients are based. Additionally, Color is the mystery in creating a decent personality for an organization. Colours are something other than a visual guide since colour pass on feelings, sentiments, and encounters. There are implications behind different hues and for organizations, it will help if they are side by side with this because picking a shading plan can influence their business – it might either represent the moment of truth to them.

When it comes to packaging, colour is one of the most important components for attracting shoppers. Visible from a greater distance than other elements such as copy, illustrations or graphics, it’s often one of the first things people notice.

Pick a colour that will inspire the most recognizability and commitment on the rack. Consider if a remarkable colour can be utilized that suits the brand and is unusual in the classification. Keep in mind that the amount of shelf space your brand has will influence whether or not you can create strong colour blocks.

When looking at a new product entry into a category, consider picking a strange shading to stand separated from the standard inside the classification. When picking hues, here are a couple of standards to remember:


Keep it straightforward and attempt to just utilize 2 or 3 complimentary (Colors that are inverse each other on the shading wheel). Individuals like straightforwardness and it makes your package more obvious. There is an intrinsic threat in utilizing such a large number of colours as each shading has significance and includes or detracts from your message whenever utilized incorrectly.


Try to use contrast to make elements on your package stand out. People often assume a colour difference is what makes contrast but that’s not true. You might have two colours that are completely different but have no contrast because their tone is the same. To test out your colours contrast, turn them into grayscale and review their contrast.


Keep in mind your target market. Blue is liked universally by both genders while there is little agreement between men and women when it comes to purple. Men tend to prefer bold colours and shades (colours with black added), whereas women are more receptive to tints of colours (colours with white added). Also, be aware that cultural perception plays a strong role in colour appropriateness which in turn can influence choices.


Colours have universal perceived meanings, here is a quick run:

BLUE – Blue is seen to be a very positive colour. It may invoke trust, security, and responsibility. It is also associated with creation and serenity. Blue instils trust and security that’s why many institutions count on this colour.

RED – Red is a powerful colour. It is also very energetic, aggressive and provocative. Red can be used to incorporate passion and energy into your product.

GREEN – This colour symbolizes health and nature. It also has a calming feeling especially for lighter shades of green.

YELLOW – Yellow is the colour for vibrancy and optimism. It can also be motivating and captivating that’s why some tag prices are in this colour because it helps get the attention of customers.

PURPLE – This colour offers sophistication, nostalgia, exclusivity, and royalty making it perfect for some of those selling expensive jewellery.

PINK  Dark shades of pink are very energetic and instil excitement while lighter shades show a romantic feel.

ORANGE This colour can be effective for children because of its cheerful, friendly and fun feel.

BROWN-   This shade elicits simplicity and stability. It also looks very down to earth.

Black  Black promotes a serious or classic campaign. There is also sophistication and exclusivity in this colour which works well with expensive products.

White This colour looks very plain but when used, it shows purity, cleanliness and is very enticing to the human eye.

Just give a pause before you choose the colour for the logo or packaging of your brand and think, how you want your potential clients to see the products/services you provide. What kind of emotion or message does your brand pass? What are the values you are adding through your product/service in their life? These are the questions you need to ask yourself before building your brand’s identity through your packaging or marketing and be consistent with this. Because you can change anything but you cannot change the brand identity once built.


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