The Influence of Color on Packaging

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Color is arguably the single most important aspect of product packaging.

It can turn a consumer on to your product or chase them away. The color of your packaging sets a range of sensory and brand-related product expectations in the mind of the consumer. It influences the experience of the consumer in a variety of ways, from the expected and perceived taste and flavor of food and beverages to the fragrance of home and personal care items.

Color is often one of the first things that consumers notice and it plays a key role in capturing the attention of the shopper in-store. Because color has psychological implications, marketers have historically used certain colors to convey different emotions. There are many charts available online that help product packaging designers determine the appropriate color to use in a given market.

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