Colour plays a vital role in plastic product packaging. Whether you’re incorporating primary or complementary colours, all colours assist brands in distinguishing product packaging and help it stand out.
Consumers pay close attention to the colours of a brand’s packaging before making their purchasing decisions. Consumers pay close attention to the colours of a brand’s packaging before making their purchasing decisions.
Colour is Essential to Packaging
According to Packaging Digest, colours in product labels and packaging play a huge role in the consumer’s purchasing decisions. Studies show:
- Almost 85% of shoppers say the colour is the primary reason they’ve purchased a certain product.
- 80% of shoppers say colour increased brand recognition.
5 Most Popular Colors Brands Use to Convey Emotion
Colours have been known to evoke emotions. It also has a massive impact on consumers’ perception when it comes to product packaging. In fact, there are six colours, which have been identified as being critical in purchase decisions, according to an article by Inc.
colour swatches Colors evoke various emotions and moods that affect consumers’ purchase decisions when shopping.
- Blue represents sincerity, cheer, and honesty.
- Red represents new, daring, exciting, and contemporary.
- Green represents fresh, imaginative, and communicates eco-friendly or organic as well.
- Purple represents unique, out of the box, edgy, yet dependable, and high-end.
- Orange & Yellow represents rugged, strong, cheerful, and optimistic.
4 Colour Trends in Packaging
While other factors, such as brand recognition and product quality, play a part in purchasing decisions, colour is still one of the most important aesthetic features to consider.
Here are four popular colour trends in the product packaging industry.
- Pastels gained significant popularity in 2018. These colours are soothing and create a sense of calmness in consumers.
- Colour Gradients are very popular. Everywhere you turn, you’ll be able to find colour gradients – even when you’re watching a sunrise or sunset. The colour transition of colour gradients stimulates moods like calm, peace, or even excitement.
- Green – the word and the colour – takes on multiple meanings. While the word represents environmental friendliness, the actual colour is the indicator of its impact on the environment and the sourcing of the packaging materials. The market for environmentally friendly products is constantly growing and usually incorporates green in the packaging.
- Colours Are Linked to Flavors, which might not be a huge surprise. Linking colours and flavours have been a common association for quite some time. For example, linking yellow to lemon flavour and red to cherry flavour creates a quick recognition of foods. Manufacturers use this method to influence split-second purchasing decisions and to drive sales.
Consumers can already tell a juice and carbonated beverages’ flavour by its colour. Consumers can already tell a juice and carbonated beverages’ flavour by its colour.
Upcoming Color Trends
The Global Cosmetic Industry predicts the top colours for the 2020 Spring and Summer seasons. Colours are beginning to reflect what attracts millennial and Gen Z consumers, who are steadily gaining more purchasing power. These consumers are interested in self-expression, quirky influences, and bold visual aspects. The forecasted trends are:
- Muted Tones
- Bright citrus hues
- Earthy reds
- Clinical influences
Interested in Making Your Product’s Brand Colors Pop?
Since colour plays such a big role in the consumer purchase decision, manufacturers can’t afford to overlook this detail.
Smart Packaging is here to become your complete packaging solutions provider. Let our knowledgeable packaging solutions specialists assist you by providing colour insights and design direction on your product packaging.
Contact Smart Packaging today.
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