The Psychology of Packaging Colors: How to Choose a Scheme That Defines Your Brand

Colors are important for gaining instant attention from your target audience, keeping them focused on your products, and might influence the purchase decisions of your prospects. They can also communicate your brand identity, provide your customers with ease to easily find your products in different retail outlets, online, and on retail shelves. 

Continue to read on this blog to know how you can learn the psychology of colors. You can also find out how you can choose a scheme that defines your brand.

What is Color Psychology?

Color psychology is about learning how colors affect human behaviors, moods, and perceptions. Different variations in colors, hues, and shades evoke different emotions in humans. This helps in deciding on the best colors to create your brand impact.

Why Do Colors Matter in Promoting Your Brand Image?

Colors are the first and most important factor that displays your brand at first impression. They can communicate your brand personality, attract relevant audiences, and create a distinctive outlook for your brand. The following are some major factors that can vividly display the impact and importance of colors: 

• Create Your Brand Impression
• Getting an Instant Identification of Your Brand
• Attracting and Engaging Your Target Audience
• Enhancing Convenience for Your Prospects with a Consistent Color Scheme

Understanding the Psychology of Colors and Choosing the Perfect Scheme

Colors can communicate your brand story, attract a specific audience, and display your industry norms with widely accepted colors. To get the exact match for colors, you can go for PMS matching systems. Some important colors, their impact, and the brands that use these colors to attract their target audience, showcase their products, and create their brand identity.

Let’s explore some of them in the following lines:

• White Color

White color is one of the most effective colors and a widely accepted choice for premium brands. Neat and clear white color displays the state of simplicity, elegance, and purity. Different international brands are using this color and capturing a big market share with their simple yet elegant packaging. Apple and Dove are among those major brands.

• Red Color

The red color is prominent and displays the emotions of excitement, passion, and strength. Some Universal brands are following this color to get an instant identity for their products and brand. Nescafé and Coca-Cola are the perfect examples of the red color choice.

• Black Color

The choice of smart brands is a result of detailed and time-consuming efforts in reaching the perfect color selection for their brand. Black color is second to none in showcasing your brand's sophistication, strength, and authority. Coach and Zara are among those brands that are following the color black to communicate their brand nature and strength.

• Green Color

Green color displays security, harmony, and growth. You might choose this color to display your brand identity as a secure brand for your target audience. Some large international brands are using green colors, such as Subway and Green Tea.

• Some Other Colors

The story of colors and their psychology still goes on; you need to consider your own choice depending on the nature of your brand. For example blue color displays honesty, dependability, strength, and harmony. This is why large brands, like Gillette and Pepsi, are following this color for their brand identity.

Choosing a Scheme That Defines Your Brand

Different factors are required to create an unbeatable brand image with instant identification of your brand. You might explore different color schemes that might attract the perfect target audience of your brand to give your brand a boost and win major market share with unstoppable packaging of your brand.

• Attracting Your Target Audience 

With the smart color selection after knowing the psychology of colors, you can largely attract your target audience. From the creation of your brand assets, consistently following your color scheme, you can win a larger market share for your brand. Before you finally choose and create your brand colors, read the following words carefully:

• Showcase Your Brand Personality

You can showcase your brand personality with the selection of colors. For example, if you own a sophisticated brand, dark and cool colors are the perfect choice to showcase your brand personality.

• Attract a Wider Target Audience with Colors

Every age of life differs in its likes, dislikes, emotions, and that can perfectly benefit from the right color selection. Analyze your target audience according to their age, gender, and culture. This will facilitate your choosing the right colors for your brand. 

• Create Your Brand Value 

Boost your brand value with the careful selection of color for your brand. You might choose the right colors to effectively communicate what your brand stands for in true meaning with a visual display of your brand. 

• Understand Your Market and Products

Choosing colors for your brand is not so simple to leave your brand, your products, and your industry norms behind. Create your brand image with due care by following the upcoming steps for your brand:

• Explore Your Industry Norms

Choosing colors without understanding the established color expectations of your industry, you might end up losing your brand identity. Choose your brand colors that resonate with your industry, yet are distinctive from your competitors.

• Consider Your Product Types

Your product is one of the major sources of attraction for your target audience. Don’t ignore it, be thoughtful while choosing your colors that depict your products from their packaging.

• Analyze Your Competitors

Keeping yourself away from your competitors can cause big trouble for your brand and your products' acceptability. Study your competitors, analyze their color scheme, and consider packaging before your final selection of your color scheme. Create a big difference after analyzing, finding gaps, and filling them with the perfect selection of your packaging colors.

• Test the Consistency of Your Color Scheme 

After giving an in-depth and careful study of your brand, products, competitors, and market, you are now in need of choosing a scheme that defines your brand. Before finalizing it, you still need to follow a test to check whether these are perfect in the following steps:

• Test your Color Scheme

Test your chosen colors in different formats, textures, images, and lights to see whether these are perfectly the same in all the formats. If yes, you can proceed to the next step; otherwise, give your color scheme a second thought. 

• Be consistent in Your Color Scheme

You must be conscious about choosing the color scheme that suits you in all the formats where you have to display your brand. The color scheme of your brand should be consistent in all touchpoints, like websites, social media, and packaging.

• Evoke Desired Emotions 

Finally, check the attractiveness of your chosen color scheme, whether it evokes the perfect emotions that are desired for the color scheme. A simple strategy that might work, “step into your customer's shoes and see what you would decide about purchasing your products”.

Packaging color by Industry

Colors are the perfect visual presentation of your brand. You need to choose the perfect colors that resonate with your industry, showcase your brand image, and create a meaningful outlook of your brand. The following are some industries and their established colors:

• Food and Beverages: Red.
• Cosmetics: Pink and Blue Hues.
• Retail: depends on products and brands.
• Electronics: depends on brand image or message.
• Mailer boxes: For safe shipping of fragile items without a hassle.

Wrapping Up

The psychology of colors is important to understand to keep your brand assets meaningful and be persuasive without consuming a lot of useless marketing campaigns. You can give your brand a boost with your aesthetically appealing, unmatchable, and still resonating with your concerned industry. 

Read on this blog to learn how effectively and simply you can create your brand image in your crowded market and gain your rightful market share for your brand. Distinguish your brand without losing your industrial norms, acceptable practices, and maintain consistency in design and fonts as well.