colour psychology

Colour Psychology: The Impact of Colour In Branding & Packaging Design

Colour Psychology is an essential element of branding and packaging design, but many businesses frequently undervalue it. The truth is that colour significantly affects how a consumer perceives a product. The use of colour can elicit emotions, bring back memories, and have an impact on purchasing decisions.

the psychology of colour in branding | Design incorporated

Branding and packaging design is more important than ever in the fiercely competitive industry of today. They are essential for attracting potential customers’ attention and creating a distinctive brand identity.

Colour is one of the most important factors in developing a successful branding and packaging design. It is impossible to exaggerate the importance of colour in branding and packaging design. The significance of colour in branding and packaging design, as well as how it can be used to leave a lasting impression on customers, will be discussed in this article.


The Colour Psychology 

The study of colours’ effects on human behaviour, emotions, and decision-making is known as colour psychology. Distinct hues have distinct meanings and arouse various emotions. Red, for instance, is linked to passion, vigour, and excitement, whereas blue is linked to confidence, serenity, and steadiness.

Designing packaging and brands effectively requires an understanding of colour psychology. Colours can affect how people view a brand, item, or packaging and can have an impact on their purchasing choices.

Businesses need to take into account the message they want to deliver and the feelings they want to arouse while developing a brand. Choosing the appropriate colours for a brand may significantly alter how it is perceived. Colours have many meanings and connotations.

Let’s check out what each colour represents:

Colour Meaning
Red Energy, passion, excitement, danger
Orange Playfulness, friendliness, creativity
Yellow Happiness, optimism, warmth
Green Growth, health, nature, wealth
Blue Trust, security, calmness, professionalism
Purple Royalty, luxury, sophistication
Pink Romance, femininity, sweetness
Black Power, sophistication, elegance
White Purity, cleanliness, simplicity
Gray Neutrality, balance, sophistication
Brown Stability, earthiness, simplicity, tradition


NOTE: It’s important to keep in mind that these meanings are not all the same and might change based on the context and the culture. Also, in order to stand out or send a different message, some brands might choose colours that diverge from these usual factors.


Colour Psychology & Brand Recognition

Establishing brand identification is one of the most significant uses of colour in packaging and branding. A brand’s colour scheme can be utilised to develop a distinctive and recognisable visual identity. People instinctively connect a certain colour combination with a particular brand when they see it. You easily recognise a brand when you see a red and white logo with the term “Coca-Cola,” for instance.


Additionally, colour can be utilised to convey the character and principles of a business. A brand that wishes to project an air of elegance and sophistication, for instance, would employ gold or silver in the design of its packaging. On the other hand, a company that wishes to project a joyful and happy atmosphere can choose to utilise bright, strong colours like orange or yellow.


Package Scheme & Colour

Colour not only helps to develop brand identification but is also very important in container design. The main goal of packaging design is to captivate and interest consumers visually. A product can stand out on the shelf and attract potential customers with the proper colour combination. Indeed, research demonstrates that people are more inclined to buy a product if the packaging design appeals to them.

colour psychology

Furthermore, colour can be employed to convey crucial details about the product. For instance, blue is frequently used to signify that a product is for men whereas green is frequently used to imply that a product is environmentally friendly. likewise, colour can be utilised to convey a product’s flavour or aroma. For items with a lemon flavour, for instance, a bright yellow colour can be used.


The Role of Color in Advertising

Another place where colour is important is in advertising. Colours can be used to contrast and highlight important details or messages. They can also be used to instil feelings or set an atmosphere. As an example, a sports car commercial would use red to convey speed and excitement, while one for a retirement community might use blue to convey peace and relaxation.

colour psychology

The use of colour in advertising must be consistent with the brand’s visual identity. To establish a unified brand experience, businesses must make sure that their advertising employs the same colours and design elements as their branding and packaging.


The Effect of Colour on Consumer Behaviour

Consumer behaviour can be significantly affected by colour. According to studies, consumers unconsciously evaluate things based solely on their appearance. For instance, a University of Loyola study discovered that consumers are more likely to purchase a product if it is packaged in their preferred colour. In a similar vein, a study by the University of British Columbia discovered that consumers are more likely to spend extra for a product if it is packaged in a hue they view as opulent.

colour psychology
Apart from that, colours have the power to affect our emotions and attitude. Warm hues like red, orange, and yellow, for instance, might evoke feelings of enthusiasm and vitality, whilst cool hues like blue and green, on the other hand, can evoke feelings of serenity and relaxation. Companies who wish to design successful branding and packaging must comprehend how colour affects consumer behaviour.


Wrapping up

In the end, a colour is a powerful tool for package and branding design. It can produce a visual identity that connects with customers, arouses feelings, and affects purchasing choices. When selecting colours for their branding and packaging, businesses must take their intended message, the emotional response they wish to elicit, and their intended audience into account.

Companies can successfully influence consumer behaviour by utilising colour psychology, which can be understood by all parties involved. Understanding colour psychology and utilising it skillfully can help brands leave a lasting impression on customers and improve their chances of succeeding in the marketplace.


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