The Psychology of Color for Packaging Design, Part II

The Psychology of Color for Packaging Design, Part I
August 16, 2016
Product Package Design Mistakes to Avoid
August 18, 2016
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The Psychology of Color for Packaging Design, Part II

Rainbow of colorful boxes

In the previous blog post, we started talking about the psychology of color, and how that information can be used to building marketing strategies and to create the designs for plastic pouches and other food product packaging.  Here, we will continue that conversation, looking at some of the other colors of the rainbow not previously mentioned.

Yellow This is a very warm and inviting color.  It has also been linked with illumination and innovation.  Yellow is also said to incite hunger, which likely explains McDonald’s choice for logo color.  Other food and beverage brands have had luck with the color yellow as well, using it on their food packaging bags, boxes, and other containers.  Those include Subway, Denny’s, and Sun Chips.  Yellow is a very vibrant and immediately visible color, which is why it is often used for street signs and road lines.  That may also explain why companies like Hertz, UPS, Shell, Chevy, and Goodyear have selected this as their logo color.

Green When you see green, you are likely more alert, yet more at peace.  Green shares a distinct connection with nature, balance, and renewal.  It is often seen on food product packaging when the items within are considered all natural, organic, or wholesome.  The ties to nature cannot be denied.  That is also why you see green in logos for companies like John Deere and Land Rover.

Blue If you want to be liked or trusted (if you work in the political arena, for instance), you will do well to wear a lot of blue.  This is the color of dependability, tranquility, peace, and honesty.   There are many companies that make use of the color blue in their logos and designs, and many of those share the desire to build human connections – IBM, Facebook, Twitter, Dell, HP, intel, and Nasa to name a few.  Blue logos are as common for food product, but Oreo has proven that it can be successful for food pouches.

Violet Finally, there is purple (or violet), which is often associated with imagination, creativity, and wisdom.  It is also considered the color of royalty.  If you believe that you have a food or beverage product that stands above the rest in its category, then purple might be the right fit.  It has certainly worked for Taco Bell, Cadbury, and Welch’s.

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