Manufacturers of different products use different marketing moves and tools to attract consumers. One of the important aspects in product promotion is the color of packaging. Coloristics is a special branch that deals with the development of color packaging for certain goods and studies their demand for consumers. Large international companies that are engaged in the development of packaging design, labels have in their staff of marketers and colorists who study the commitment of the target audience to a particular color, and predict the possible effect, attitude and impression of consumers to the change of color.
Each product has its own “successful” color for promotion. For example, it has been proven that packages of green, red and yellow colors sell faster. Consumers prefer what resembles natural things – greens, fruits and vegetables. It is believed that a product in colored packaging is 60% more likely to sell more than in black and white packaging.
Psychologists have studied that each color affects people’s subconscious mind and acts positively or negatively.
The importance of color and design of packaging
When a series of this or that product is produced, it is expected that it will be memorable by some distinctive criteria.So, for example, chocolate bars without it look almost the same. But choosing bars, consumers already know that “Bounty” in blue, “Mars” – black, and “Snickers” – in brown packaging. And few people know that all of these brands belong to the same manufacturer. They still compete with each other on the shelf, but in the end they bring profit to one company.
The color of the packaging plays a distinctive role from competitive products.
Influence of packaging color on purchase, sales
The perception of color depends on the emotional state of a person. Depending on the mood, people perceive one color, get irritated at another and are neutral towards a third color.
Let’s consider how this or that color affects the consumer and what feelings are caused.
1. red is the color of passion. Causes excitement, agitation, stimulation to action. Studies by scientists have shown that red tones cause an increase in heart rate. So, for example, food manufacturers use red color packaging. This is ketchup, candy, juice. Red color is to the liking of men. For example, many cigarettes, toilet water, deodorants have packaging with red color.
2. blue is the color of tranquility. Schoolchildren of younger grades prefer shades of blue. Perhaps for this reason, dairy products, goods for children have packaging with a predominance of blue color. In combination with white, it gives the package a pleasant look and greater popularity among consumers. For example, a white and blue milk carton sells faster than a green and white one. Customers note that milk in blue-colored packaging seems fresher.
3. yellow is the color of sunshine and prosperity. Gold has long attracted people’s eyes. Packaging with a golden cast subconsciously tells the buyer about the quality of goods. Many consumers of cosmetics have noted that a jar of cream or toilet water in a golden package wants to take in hand. Especially in winter, products in packages of yellow color and its shades are in great demand. Most likely, the reason for this is a reminder of warmth and summer.
4. green is a symbol of peace and hope. It is the closest to naturalness and naturalness. For example, the packaging of dairy products, on which there is green color, is considered a symbol of vivacity. According to surveys of many buyers, they consider this product to be more natural compared to others. The green packaging is usually used to package goods, though it is emphasized that they are made from natural raw materials. Many cosmetics and food manufacturers take advantage of this.
5. orange – creates a feeling of warmth, comfort, joy, fun. At the sight of orange color becomes pleasant on the soul, raises the mood, appears optimistic tone. Warm shade of orange color adds activity, but at the same time preserves the inner harmony and balance. In addition, orange is the color of health and creativity, perhaps that is why orange is so loved by manufacturers of household chemicals and cosmetics.
6.pink is the color of tenderness and friendliness, it reduces internal and external aggression. Pink is considered feminine and the color of life. It is usually used in places where it is necessary to create a good atmosphere, positive mood and psychological comfort.This color is really relaxing and soothing. Pink packaging is mainly used for products and goods designed specifically for girls. In the packaging of pink color of any shade (from delicate pink to vulgar bright) mainly “pack” cosmetics and perfumes.
The Psychology of Color. Packaging color continuity factors
The continuity of a particular package color depends on many factors:
- the country in which the product is sold. For example, in Russia, white is considered a symbol of purity. Goods packed in light-colored material are in demand, as they remind of freshness and lightness. But in India, this color means mourning.Cold colors of packages are popular in regions such as the Baltic States and Scandinavia. In Russia, the yellow color of food packaging is popular, while in Egypt it means death.
- сезонность. В России в летнее время большим спросом пользуются продукты питания, выпущенные в синих и белых упаковках. И наоборот, зимой больше продаются товары в желтых, зеленых, красных упаковках.
- пол. Психологи утверждают, что у мужчин популярные следующие цвета – красный, синий, фиолетовый, реже оранжевый, зеленый. У женщин – синий, голубой, зеленый, белый, оранжевый, сиреневый, розовый. Можно понять почему упаковки женских духов часто желтые, розовые и золотые.
- Material status of the main target audience. Specialists of coloristics also found out that people with high income choose goods mainly in gray, blue, green, silver colors, and people with low income prefer bright colors – crimson, red, yellow.
- The purpose of the product (food or not). Thus, for example, dairy products have predominantly white, blue, green, yellow, red colors on the packaging. But, such combinations of colors as brown, gray, black are practically not used in the packaging of dairy products, because consumers have an association with stale goods.
- Association of color with taste. Many colors are associated with a particular taste. For example, lemon-green packaging in any country evokes a sour sensation because the association goes directly to lemongrass. Brown is usually associated with coffee or chocolate.
With a successful combination of colors on the packaging, the brand becomes popular and the demand for it is constantly maintained. It becomes memorable and in demand. In this case, the design may not change for a long time. To retain its position in the market, it is necessary to constantly attract the client in different ways, including the color of the packaging.
KOLORO company will help you to create a bright and memorable image of your product. We offer our customers several cardinally different variants of package and label design, and focus group surveys help to understand how consumers feel about this or that design, thus simplifying the task of choosing the final design variant.
