Colour plays an important part in the mind of the consumer. Many customers will base purchasing decisions on the colour of food packaging, simply because of the mental association that a person makes with a particular colour. This may also have to do with the fact that colour is easily distinguished in comparison to words and graphics.
Different colours lead to different emotions within the consumer, and they are often appealing to a particular age group. Darker or more subtle colours are easily recognised by older customers while children are attracted to bright colours. Furthermore, the more a customer recognises a colour and makes a connection between that colour and your brand, the more likely they are to establish a relationship with your brand. The mix of bright yellow-gold on a red background instantly reminds people of the McDonalds brand. This is just an example of the power that brands can tap through the application of food packaging colour.
So what do the various colours mean for your brand? Each colour has the tendency to arouse certain feelings and opinions within the customer. For example, the colour green evokes a sense of health and sustainability. In conjunction with food packaging, green packaging can hint toward the food as being healthy or natural. Red is a colour that is used for a lot of foods, but the colour is meant to excite. This colour is often used with fast foods and sweet beverages for this very reason. The colour yellow can also create excitement, but it must be used carefully as it causes the release of serotonin in the customers’ brain. This colour cannot be used if your brand seeks to create a feeling of comfort for the user. Black, however, is often associated with elegance, class and quality, and many food brands use the colour in the packaging os some of their more expensive products.
Colour is very powerful, and can help or hinder in the marketing of your product. Brands should be aware of the impact that they can create through the application of a colour in their food packaging. If you require customized food packaging in Johannesburg, then make sure you contact Design Packaging & Tapes today! We’ll make sure to develop food packaging that will market and uplift your brand in a crowded industry.
