Colour psychology in packaging: Your secret weapon in building a shit hot wellness brand
When you think of Coca-Cola, the vibrant red and white is the first thing that springs to mind. Or when you think of Tiffany, it's the iconic "Tiffany Blue", which is so famous that it even has its Pantone colour. These intentional design decisions strategically use colour psychology as their secret weapon to stand out, influence perceptions and increase brand recognition, amongst other things.
As a product-centric brand, your packaging speaks volumes to customers—whether shopping in person (yes, it still happens) or online. Your packaging should catch their eye and convey the right message, urging them to purchase. In this blog article, we will dig deep into the art of colour theory, why you should care and how to use this to create packaging that demands attention and communicates the right message to your tribe.
Essence of colour psychology in packaging
So, what exactly is colour psychology? Colour psychology is the science that explores how colour makes us humans feel and think. It evokes emotions, triggers memories and even sends subconscious messages. Which, if used correctly, can be your secret weapon in building a strategic brand that creates a lasting impression and turns customers into brand advocates. Yay!
Christina Rumpf, Unsplash
“People purchase a product within 90 seconds, with up to 90% of that based on colour alone. ”
How colours interact and influence human perception
Hands up, who's bought a product just because of the beautiful packaging? You're not alone. Being the visual creatures that we are, colour is one of the critical factors in influencing purchasing decisions. First impressions count; according to Capsule Marketing, people purchase a product within 90 seconds, with up to 90% of that based on colour alone.
Ingredients to choosing the right colour
There is more to colour choices than just aesthetics. They're your secret brand ambassador and should resonate with your target audience. They need to reflect what you stand for, your values and your purpose as a brand while setting you apart from your competition. Here are a couple of pointers to get you started on your colour journey.
Know your people
It goes without saying that before designing happens, you should know your audience like no one else. Different colours have different meanings in different cultures and demographics, and you want to convey the right message to your people—things to consider: age, location, lifestyles, beliefs & attitudes, etc.
2. Know yourself
Next up is knowing yourself, getting clear on your personality & vibe, and how you want to be perceived. Think about the emotions you want your customers to feel when interacting with your product/brand. For example, If you're bold and daring, choosing a neutral colour palette might give off mixed signals to your audience. Soft blues and calming greens resonate more with your audience if you're all about balance and calm energy.
3. Know your competitors
According to BOF, the wellness world where the market is said to be worth at least $1.5 trillion globally and growing at a rate of 5-10% annually, new products are undoubtedly hitting the market en masse. The competition is intense. To stand out amidst the clutter, you must define your brand's image distinctly and set the right first impression. One easy way to build brand recognition is through colour. Ideally, you want to own a unique colour for your brand. Even if you are an e-commerce store, one exercise is to picture how it would look if it were on a shelf next to your competitors. Would you look the same, or would it stand out? Get out in the wild to check out the market, research competitors and get an idea of colours to use or avoid.
4. Know when to break the rules
For the disruptor brands out there who are looking to redefine specific spaces, following the rules might not go with the brand ethos. However, to break the rules like a pro, a baseline knowledge of particular colours will help you in your journey.
5. Be strategic with your colour combos
Now that you have a base for what you are feeling and the emotions you want your brand to create, it's time to dig into the meanings of each colour. Check out my blog on the secret meanings of colours here. Also, consider how the colour palette works as a set. Are you going for a vibrant and eye-catching vibe? Using complimentary colours might be best. Different shades and tones can create different meanings. For example, dark blue is associated with power and authority, whilst light blue is known to be soothing and peaceful and is used by wellness brands.
6. Test for accessibility
We want to make sure that our colour palettes work together. A print check is always necessary for packaging—a couple of questions to ask yourself. Do your colour palettes work as a set? Do they clash? Do they look good printed? Are they legible? Do they pass accessibility tests?
7. Stay consistent
Now that you have your aligned colour palette using it consistently across all touchpoints is essential. Customers will build brand association and recognition with these colours by doing so.
To round up, you can see the power of colour psychology and how you can use this secret weapon to increase brand recognition and get your customers to add to cart.
Check out my blog here on the meaning behind each colour, or if you would like some help choosing the right colours for your brand, then get in touch.