[PL] The importance of colours in packaging design: How colours influence brand perception and purchasing decisions

Colours surround us every day, influencing our emotions, decisions and the way we perceive the world. In the context of marketing, and particularly in packaging design, they play a key role. Colours are not just an aesthetic element; they have the power to attract attention, build brand recognition and influence purchasing decisions. In this article, we will look at how colours affect brand perception and the impact they have on the consumer. We will also explain why they are so important in packaging design.

The power of first impressions

The packaging of a product is often the first contact a potential customer has with a brand. The colours one chooses can determine whether a product is noticed on the shop shelf. Studies show that colour can increase brand recognition by up to 80%. This is a huge figure that shows how powerful colours are.

It’s not just about the packaging being colourful. It is important that it is a thoughtful use of colours that are consistent with the overall visual brand identity. The colours should match the nature of the product, the values the brand wants to convey and the emotions it wants to evoke.

The psychology of colour and its importance

Understanding the psychology of colour is fundamental for packaging developers. Colours can influence consumers’ emotions and behaviour in ways that few are aware of. For example, blue inspires confidence and calmness, making it a popular choice for banks and insurance companies. Red, on the other hand, associated with energy and passion, is often used in adverts promoting sales, as it attracts attention and motivates action.

However, the choice of colours is not universal and can vary depending on the cultural context, the target group and the context in which the colour is used. This is why it is important for packaging designers to be mindful of the variety of perceptions and associations that different colours can evoke.

The importance of specific colours in packaging design is as follows:

• blue – stability, trust, calmness. Ideal for products related to hygiene, health and financial services.
• green – development, nature, tranquillity. Perfect for organic products, healthy food and sustainability initiatives.
• red – energy, passion, action. Effective in attracting attention and stimulating purchasing decisions, especially in promotions.
• yellow – optimism, happiness, attention. Great for attracting attention and evoking positive emotions.
• orange – energy, enthusiasm, fun. Used to attract younger consumers and promote entertainment-related products.
• violet – luxury, creativity, spirituality. Ideal for premium products, cosmetics and luxury brands.
• black – elegance, sophistication, power. Used in luxury brands to emphasise prestige and quality.

How do colours influence purchasing decisions?

Colours can influence purchasing decisions in many ways. For example, warm colours such as red and yellow can stimulate appetite, which is why they are often used in food packaging. On the other hand, cool ones such as blue and green can evoke a sense of calm and confidence, which is beneficial for brands offering products and services related to health and wellbeing.

It is also important to remember to be consistent in the use of colours to build brand recognition. Using them consistently in packaging, advertising and on the website can significantly strengthen brand identification in the minds of consumers. In this way, even a glance at a particular colour can evoke associations with a brand, which is invaluable in building customer loyalty.

The importance of consistency

Visual consistency between the packaging and other elements of the brand identity (such as the logo, website and advertising materials) is key to building recognition. Whenconsumers see colours used consistently, they will remember the brand more easily and identify it more quickly for the future. Want to learn more about maintaining visual consistency? Read the entry: The image power of packaging.

Summary

Colour in packaging design is about more than aesthetics; it is a key tool in brand communication with consumers. A thoughtful choice of colour palette can help build brand recognition, evoke desired emotions and ultimately attract customers.

In a world where first impressions matter a great deal, colours are silent salesmen that can significantly influence the success of a product. Designers and marketers should therefore use the power of colour judiciously to create packaging that not only catches the eye, but also tells a brand story and speaks to the emotions and values of their customers. If you want your company to stand out, find out more about this too, how to design advertising on shipping boxes.