Why Color Psychology in Your Branding + Packaging Matters

Why Color Psychology in Your Branding + Packaging Matters

Recent scientific research of the impacts on colors in marketing activities reveals that 60 to 90 percent of the consumer’s decision about a product is based on colors.  When it comes to communicating a brand’s function and a package’s appeal, color is one of the most significant variables. Bear in mind that the psychological reaction to a color, and associated logo or brand, ultimately depends on the consumer’s personal experiences and preferences.

Color Psychology Matters in Marketing

A consumer’s purchasing intent is impacted by colors because the aesthetics influence the perception of the brand.  That is, the colors define how consumers interpret the company’s logo, brand and personality. It is no secret that certain brain functions, such as cognitive heuristics, biologically condition the individual to focus on familiar and safe things. When creating a brand identity, color is the best way for a small- to medium-sized business to differentiate themselves from competition. Brands and logos that present a dominate trait, such as sincerity, excitement, competence, sophistication and ruggedness, can create a bond with the customer and continue to grow a customer relationship with them.


The perceived appropriateness of a product and package also depend on the consumer’s preferences. The individual consumer’s culture, background and environment will play a strong role in defining the color appropriateness for preferences. In the U.S., the more masculine colors tend to be blue, followed by green and black.  Feminine colors include blue, purple, green and red. Consumers are also conditioned to expect products in certain colors and shades. This means that they expect silver cars and white dishware, but not purple tools and red counter tops.

Meaning of Colors

The color white is a blank slate that communicates simplicity, innocence and cleanliness. The color white may appeal to consumers who are logical, conservative or unadventurous. On the other hand, black is a powerful color that implies control, power, class and authority. When the packaging color is black, consumers may perceive the product is elegant, high-end or more valuable. Blue is universally liked by all consumers. Green is associated with growth, wealthy and harmony. Red stimulates action and excitement. Orange signifies fun and optimism. Yellow is very positive and creative. Purple is reserved for luxury and quality.

Readers should note that it is always a good idea to add a secondary color to change the dominating connotation. For example, experts recommend gold stamps or silver lines on dark packages to create mystery and sophistication.  A brighter accompanying color will minimize a dark color’s seriousness. Cleary, color psychology offers powerful insights into marketing and branding secrets.

To get started on your own packaging, or if you have any questions, please contact us today!


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