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Colour psychology in packaging plays an important role in human emotions, behaviours, and decision-making. It becomes a silent but clear communicator of your brand values, but only when you use them in your packaging correctly.
One interesting fact is that almost 80 to 90% of customers predict a product or finalise their purchasing decisions based on the colour scheme used in packaging. This blog post is written to let you understand the effects of colours in packaging. Keep reading!
Packaging psychology is something that only a few brands rely on, but it plays an important role than you ever think. It transforms the whole experience of how the customer interacts with your brand for the first time.
Colour communication is mandatory to engage potential customers. Colours, whether they are single or a combination of two or more, influence buying decisions and create emotional connections. But maybe you are thinking, how?
Most of the customers want to purchase a specific product because of its attractive packaging colours. It means customers are more inclined towards colours based on their own personal liking & disliking.
Colourful packaging conveys brand values and influences the buying decisions of customers. Therefore, you should consider the following factors when choosing branding and colours.
Before choosing packaging colours, consider your target audience first. Find what type of colour scheme your customers want because different colour schemes represent different facts to different customers. It would be a good choice to pick a specific colour for a specific audience.
The colour scheme you want to use must be matched with inside product that is packaged. Specific colours are used to represent the nature of different products. For example, the red colour of Coca-Cola represents energy and refreshment.
The colours you use for your brand must be different from your competitors. They shouldn’t be matched with them at any cost. We want to quote 2 famous examples here, i.e., Apple & Samsung. Apple uses minimal colours like gold and silver, whereas Samsung prefers bold colours like black and blue. There’s no sameness in both.
For strong branding, colours are as important as textures. You should consider more than just conveying the brand message. It is a must to choose colours that you can use for a long period of time because branding can’t be changed in a short time.
Colours should be finalised based on cultural preferences too. The cultural meanings linked with different colours are used to engage customers in different regions. Like, all over the USA, gold colour represents excellence and success.
Product packaging colours influence customers’ emotions and perceptions. Colours are an ideal way of evoking emotions and communicating your brand values. Different colours represent different emotions and feelings.
The strategic use of the right colours makes your branding and marketing efforts more useful. Additionally, colours help you differentiate your product packaging from others while communicating brand values.
The psychological effects of colours in packaging play an important role in influencing customers’ decisions and sales.
Whilst many brands do not even know how to use the right colour scheme for influencing decisions and increasing sales, but doing so can make a bigger impact.
So, it is a must to consider a few things like what your target audience wants, competitor analysis, and which colours would be best suitable for your product packaging based on branding and product nature.
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