The Psychology of Color for Packaging Design, Part I

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The Psychology of Color for Packaging Design, Part I

Multi-colored abstract curved shapes

How important is color when it comes time to design your new food pouches?  As any packaging designers would tell you, color matters!  It holds great importance in all aspects of life, but especially when it comes to marketing and package design.

In fact, color is so important to our lives that numerous studies have been done to determine exactly how our bodies and minds respond to various colors.  Using this information, you can create even more effective marketing campaigns, and, of course, more enticing flexible packaging.  So, let’s take a look at the psychology of color, so you can put it to good use in your next product release.

Red  This is an exciting color.  It is a color associated with passion, love, life, and power.  It is not a color that would be a good fit for bedding or for any other product intended to bring peace and serenity.  However, it is often used on package printing for products that are meant to energize or excite the consumer.  Take a moment to consider some of the brands that make use of this color – Coca Cola, Nintendo, and Kelloggs.  The original Coca Cola product is caffeinated and therefore is meant to improve energy levels.  Kellogg’s cereals are morning foods intended to give you the energy to get through the day.  Products marketed at a youthful audience – like the video game systems made by Nintendo – often include a lot of red in their designs, because the marketers want to cause excitement.

Orange  This is generally seen as a happy color and one that implies confidence.  That latter description is likely the reason why Harley Davidson manufacturers chose to use orange as a primary color in their logo. Because orange incites happiness, it is often used by companies in the shopping and entertainment industries – Starz, Amazon, Hooters, Nickelodeon, and Payless shoes, to name a few.

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