Choosing the right color for your packaging design

Color not only plays a major role in making your packaging design stand out on the shelf, it also conveys a brand’s message and persuades consumers to actually buy the product. If you’ve chosen the right color, that is. How do you determine which hue is best suited for a particular product’s packaging design? Through color psychology! It tells you all about the impact certain colors have on consumer’s moods, emotions and behaviors.

Gold packaging

Gold is associated with:

• Expensiveness
• Luxury
• Quality

Silver packaging

Silver is associated with:

• Elegance
• Sophistication

Black packaging

Black is associated with:

• Power
• Authority
• Control
• Mystery
• Elegance
• Class

Black packaging tends to stand out as it makes products appear heavier and more expensive. However, be careful when you combine black and red as this combination can add sexual or adult connotations to your product.

White packaging

White is associated with:

• Innocence
• Equality
• Cleanliness
• Simplicity
• New beginnings

Blue packaging

Blue is associated with:

• Trust
• Honesty
• Reliability
• Strength
• Unity

Blue is a particularly safe color to use for your packaging design, as it is the most liked color by both men and women. Opt for dark blue if you are looking to convey a message of professionalism and seriousness. If you want your product to exude creativity, light blue is a better option.

Green packaging

Green is associated with:

• Balance
• Harmony of mind, body and emotions
• Security
• Wealth
• Growth

Red packaging

Red is associated with:

• Energy
• Action
• Passion
• Excitement
• Strength

Red packaging is sure to draw attention to your product and tends to excite the consumer. Choose dark red for a professional and luxurious feel, as consumers tend to associate bright red with lower value.

Orange packaging

Orange is associated with:

• Adventure
• Affordability
• Fun
• Optimism
• Self-confidence
• Sociability
• Enthusiasm
• Extroversion

Gray packaging

Gray is associated with:

• Conservativism
• Neutrality
• Indifference
• Reserve

Grey lacks too much energy to do well as a main color but it is an ideal background color, as it can be combined with almost any other color.

Brown packaging

Brown is associated with:

• Strength
• Solidarity
• Comfort
• Earthiness
• Maturity
• Reliability

Purple packaging

Purple is associated with:

• High ideals
• Imagination
• Spirituality

Turquoise packaging

Turquoise is associated with:

• Clarity of thought and communication
• Calm
• Inspiration
• Cleanliness

Yellow packaging

Yellow is associated with:

• Joy
• Optimism
• Originality
• Creativity

Yellow is a risky color when it comes to packaging, as it suggests either an original and innovative brand or a cheap, fun product. Yellow is particularly attractive to children and young adults.

Pink packaging

Pink is associated with:

• Warmth
• Compassion
• Comfort
• Hope