A Brief Guide to Choose the Right Colour for Your Packaging
Statistics suggest that up to 85% of consumers consider the colour of packaging as an integral factor before purchasing a product. That is the amount of importance the packaging colour plays in the growth of your product and brand. To understand and pick the right colour, one needs to understand what the product represents, which colours reflect the product’s USP in the aptest manner and the material which will be the best fit. To make all of these decisions, this colour-picking guide can be handy for you.
Choosing the Right Packaging Colour
You have spent years designing the product of your dreams, it has turned out perfect. But what’s next? Selecting a packaging that ensures product safety, reflect’s its purpose and makes it stand out is equally important. There are a number of brands out there that have faced enormous losses due to bad packaging. Here are some of the pointers to consider while finalizing the packaging for your dream product.
1. Branding 101
- Just in the pursuit of innovation and standing apart make sure the packaging is aligned with your branding guidelines. The colours should be complying with your brand’s colour palette and reflect your brand’s story by all possible means.
2. The Purpose of the Product
- The packaging colour should be able to reflect the purpose of your product. If the product is all about spicy, tangy flavours, red and orange colours are all you need. If the product is all about luxury, then black is the go-to colour of brands.
3. Know your Buyer
- It is very important to invest time and effort in understanding your buyer’s persona. The product should be aligned with the age group, location, gender and buying capability of your target audience.
4. Think Out-of-the-box
- If your competition is using a particular colour and a packaging style and the product is doing well, you do not necessarily need to replicate the same. Think something different, stand apart from your competitors and see what additionally you can provide to enhance the customer experience. If the fonts your competitor uses are not that attractive and don’t go with the colour, fix that in your packaging.
What Each Colour Reflects in Packaging
Each packaging colour has a meaning. Not only that which shade and hue of colour are used says a lot about the brand and the product. Here’s a breakdown of the same.
- It represents purity and elegance. This is often used by brands which wish to convey that their products are safe and simple.
- This colour represents strength and authority. This colour is used by brands which wish to portray luxury and grace. It is often used by high-end brands with a combination of metallic colours.
- Blue is a colour that is synonymous with harmony and serenity. But most importantly as blue is a very commonly used colour, choosing the right shade of blue that caters to your audience is extremely important.
- The red colour is used by brands that wish to portray strength and passion. Although, the shade of red that is being used also says a lot. For instance, if you use a darker shade of red, it reflects luxury and professionalism. The lighter shade of red is usually preferred by brands that have products for a lively or energetic audience.
- A colour that’s all about safety and security, green colour is often used by eco-friendly and healthy brands. This colour is used for products that are nutritious and safe to consume in most cases.
- The orange colour is a symbol of fun and adventure. It is used by brands that wish to target the youth and reflect optimism and confidence
- This young and fun colour is quite eye-pleasing. Usually used to target teenagers and children, it gives out a happy vibe.
The packaging of your product is an entire experience in itself. Today in this ever-competitive world brands are going above and beyond to pick a packaging that stands apart. Not only that, but the packaging also provides protection to your product and is easy to transport. Colours deeply affect the buyer’s psychology and hence it is extremely important to pick the right colour. If you may have picked the wrong colour palette and fonts earlier, you can consider rebranding the packaging to check how the product performs. Do some market research, consult industry professionals, and create a mood board and you will be able to create the packaging of your dreams. You can also consult your flexible packaging partner to help you choose the right packaging material that makes it attractive and easy to use to enhance the customer experience.