In the words of acclaimed Russian painter Wassily Kandinsky, “Color is a power which directly influences the soul.” This statement holds much truth in e-commerce and marketing, where customer perception is everything.
The right color choice captures your customers’ attention and enriches their unboxing experience. It’s also crucial for creating a solid brand identity and enhancing customer loyalty. Finding the right colors for your packaging can be difficult, but here are a couple of tips to make it a lot easier.
Understand Your Target Audience
Your customer base is of utmost importance when choosing colors for your packaging. You should look into your audience’s gender, culture, and preferences, among other demographics. A proper look at your target audience should culminate in a solid buyer persona. Align your color choices to this buyer persona for the best results.
Ensure It Matches Your Brand Identity
Brand identity goes hand-in-hand with your target identity. As such, it’s important you carve an identity that resonates with your customer base. Use the same colors across your packages and branding to cement your brand identity.
If you deal with snacks and candy, then bright, flashy colors like yellow will do the trick. If you’re an eco-centric company, then green and earthy tones are a great choice. In other words, your color choice should match your brand personality and what you represent.
Consider the Type of Product
Brand identity aside, also consider the type of product you’re selling. Psychologists claim that different colors evoke different emotions and responses in human beings. A little research goes a long way in determining the right colors to unlock the emotional response you’re aiming for.
Restaurants and fast food companies have had great success with warm colors like red and yellow, which evoke hunger in customers. The tech world has had similar success in using sleek colors like black and silver to entice customers.
Below is a brief cheat sheet on different colors and the emotions they evoke:
- Black: Sophistication, power, elegance, modernity
- White: Simplicity, purity, cleanliness, minimalism
- Red: Passion, urgency, excitement, love, power
- Blue: Trust, calm, security, professionalism, reliability
- Yellow: Optimism, warmth, happiness, creativity
- Green: Nature, health, tranquility, sustainability, growth
- Orange: Playfulness, friendliness, enthusiasm, energy
- Purple: Luxury, royalty, creativity, wisdom
- Pink: Femininity, romance, youthfulness, softness
- Brown: Earthiness, reliability, ruggedness, warmth
- Gray: Neutrality, balance, professionalism, timelessness
Borrow a Leaf From Your Competitors
Your competitors can help you in two ways. First, they can give you inspiration for your designs and color choices. Secondly, they can help analyze how customers respond to different colors, thus showing you what works and what doesn’t.
That said, it’s crucial that you don’t copy your competitors’ designs outright. A better approach is to identify prominent colors and find gaps in the market where you can carve out your unique brand identity.
Choose the Perfect Packaging Color For Your Brand
There’s plenty to keep in mind when picking the right colors for your packaging. Experiment with different hues and change them occasionally until you hit the jackpot. Lastly, ensure consistency across the board, especially in your branding, for maximum impact.
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