Packaging is not simply a part of the product but also a decisive factor in the consumer's purchasing decision process. One of the most important elements in packaging is color. Color's ability to convey a message, create an impression, and stimulate a mood cannot be denied. In this article, we will explore the importance of color in packaging and how it affects consumer shopping behavior.

Why is color so important?

Packaging psychology is an increasingly important field in the modern consumer world. The human brain is programmed to naturally respond to color, and this has a profound effect on how we perceive and interact with the world around us.

Each color carries a unique emotion and meaning. For example, bright colors are often associated with excitement, while black often symbolizes sophistication and red attracts attention. For consumers, colorful packaging is the first opportunity to create a strong impression.

• Color can make customers shop more

Research has shown that packaging influences purchasing behavior, even among those who have no intention of purchasing. Attractive packaging stimulates the part of the brain related to impulsivity, creating a positive state of mind when seeing the product. Conversely, unattractive packaging can cause negative emotions and reflective thoughts.

A correct color strategy can make customers more likely to make purchasing decisions without much thought. Color can create strong impressions and stimulate positive emotions, which is key to promoting impulsive buying behavior.

• Color tells about the product inside

An important aspect of packaging psychology is the ability of color to communicate about a product's content before the customer interacts with it. 
For example, when looking at the packaging of candied fruits and drinks, the color often reflects the type of fruit or flavor. This helps customers create expectations about the product and increases the likelihood that they will make a quick choice.

Brands can leverage the power of color to associate products with a specific flavor or other characteristics. But it's also important to note that this can vary depending on culture and country, so it's a good idea to research your specific target audience to ensure effectiveness.

Color psychology in packaging

When applying color to packaging, meanings, messages and brand values ​​will be connected to each color.

- Red: Excitement, boldness, youthfulness, passion, enthusiasm, warmth, strength, power, action, enthusiasm, love, desire.

- Orange: Friendly, cheerful, confident, cheerful, adventurous, warm, cost-effective, creative.

- Yellow: Cheerful, bright, warm, optimistic, cheerful, energetic, happy, confident.

- Green: Gentle, fresh, growth, peaceful, healthy, environmentally friendly, harmony, security, wealth.

- Blue: Calm, trustworthy, efficient, serene, logical, intelligent, trustworthy, strength, honesty.

- Purple: Passion, elegance, luxury, spirituality, nobility, wisdom, exclusivity.

- Turquoise: Calm, pure, clear.

- Pink: Feminine, gentle, beautiful, youthful, joyful, loving life.

- Brown: Earth, comfort, security, nature.

- Black: Luxury, high class, sophistication, authority, power, mystery.

- White: Simplicity, elegance, purity, innocence, goodness, humility, cleanliness, new beginnings, luxury.

- Gray: Calm, neutral, balanced.

Selecting the appropriate colors for your brand is crucial.

Choosing color for packaging is not only an artistic design decision but also an important part of building a brand image. This begs the question: do you want your brand to look professional and sophisticated or fresh and vibrant?

Considering your brand image and how you want your brand to be understood is an important step. Blue can convey a commitment to sustainability and the environment, while black and white often create a sophisticated look. Every color can strengthen your brand identity, so this decision needs to be made strategically.

• Take into account your audience when making choices.

For each brand, understanding the target audience is important to choose the right colors. Researching your target audience's preferences and color preferences will help you create packaging that appeals to them. For example, blue is often preferred by men, while women may have different preferences for pastel tones.

• Look at competitors' packaging

Finally, when choosing colors, look at competitors' packaging. The goal is not to copy them, but to find a point of difference to stand out. If they all use a specific color, you may want to experiment with a different color to attract attention.

Conclude

Summing it all up, color in packaging is not only an aesthetic design element but also an important strategy in packaging psychology. Understanding the importance of color, as well as how it affects consumer shopping behavior, will help businesses optimize their packaging strategy. In this way, the brand not only creates a strong impression but also connects deeply with customers, enhancing trust and brand value.