Ultimate Colour Psychology Guide [Infographic]

Mark Dawson http://www.globepackaging.co.uk 3m 808 #colourpsychology

The views of this article are the perspective of the author and may not be reflective of Confessions of the Professions.

Understanding Colour Psychology

Understanding colour psychology is essential if you want to improve brand awareness. Today, packaging is one of the most popular ways to market your brand and if you are using the right combination of colours then you can easily influence the buying decision of consumers. In the recent years, we have noticed that companies are giving more attention to product packaging. Companies are investing in packaging designs to make their product stand out. We relate different colours to different things and that’s why understanding the message a colour conveys is very important. For example green colour is often associated with the eco friendly products likewise blue colour is associate with tech industry. If we look at the logos of popular brands we will see that the colour selection is done as per the product or service they offer.

Packaging is very important to protect the products from any physical damage during transit. Packaging should be durable, eco friendly and attractive. Ecommerce industry is growing at a rapid pace and as we can see companies try different methods to influence the mind of buyers. Now, if we look at it closely we see that they are focusing more on product presentation. Customers can’t feel your product if they are buying online but to make them buy your product and to make them think what you want them to think can only be achieved through packaging. Simple packaging is not going to help you here. You need to be creative and if you know what colour will attract your customers; you can create a pleasurable buying experience.

Here is an infographic from Globe Packaging which revolve around the colour psychology. Go through the same and don’t forget to share.

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ULTIMATE GUIDE TO COLOUR PSYCHOLOGY

BOOST YOUR BRAND’S IMAGE BY USING THE RIGHT PACKAGING COLOURS.

93% VISUAL factors are most important to consumers when purchasing a product.

6% Touch/feel

1% Hearing/smell

Colour increases brand recognition by 80%.

85% of consumers feel that colour is the primary factor when choosing a product.

Within 90 seconds a person will make a subconscious judgement about a person, product, or environment.

62% – 90% of that judgement is based on colour alone.

When picking a colour for your retail packaging it’s most important to support the personality you want to portray or the emotion you want to evoke. Start here with our colour guide!

COLOUR GUIDE

RED

HIGH GLOSS PAPER SHOPPERS

EMOTION 
Excitement
Energy
Passion
Courage

INDUSTRY
Entertainment
Food
Sport

MARKETING/USAGE
Used to stimulate appetite in the food industry.
Used for impulse shoppers/creates urgency.
High visibility-used to draw attention to critical elements.
Used to convey confidence and energy.

ORANGE

TERRACOTTA VARNISH STRIPE SHOPPERS

EMOTION
Enthusiasm
Fascination
Happiness
Strength

INDUSTRY
Food
Children’s Products
Entertainment

MARKETING/USAGE
Used to communicate fun & playfulness.
Used to stimulate mental activity.
Bright shades are more aggressive and create a call to action.
Lighter shades can appeal to an upscale market.

YELLOW

DASHING DAISIES COLLECTION

EMOTION
Cheerfulness
Intellect
Energy
Spontaneity

INDUSTRY
Children’s Products
Leisure

MARKETING/USAGE
Used to communicate optimism & positivity.
Used to stimulate creative thought & energy.
Bright shades used to grab the attention of consumers.
Used to signify fun & happiness.

GREEN

VARNISH STRIPE SHOPPERS

EMOTION
Health
Freshness
Serenity
Wealth

INDUSTRY
Environment
Wellness
Education

MARKETING/USAGE
The easiest colour for the eyes to process.
Used to create relaxing environments in stores.
Used to communicate eco-consciousness.

BLUE

BLOOMING BEAUTY COLLECTION

EMOTION
Trustworthy
Dependable
Secure
Responsible

INDUSTRY
Finance
Technology
Health Care

MARKETING/USAGE
The most popular choice for a brand colour.
Suggests precision in high-tech products.
Linked to consciousness and intellect; a calming colour.
Darker shades communicate a message of stability & inspire trust.

PURPLE

RADIANCE COLLECTION

EMOTION
Nobility
Mystery
Wisdom
Spirituality

INDUSTRY
Specialty
Health Care
Finance

MARKETING/USAGE
It is perceived differently depending on age/gender.
Liked b y creative types.
Balances red’s stimulation and blue’s calm; purple can take the characteristics of these undertones.

BROWN

EXCLUSIVE PREMIUM MATTE-LAMINATED

EMOTION
Natural
Simple
Earthy
Durable

INDUSTRY
Agriculture
Environment
Food

MARKETING/USAGE
Used to show wholesomeness and dependability.
Used in place of black to add warmth to a colour scheme.
Can be combined with green to promote earth-friendly ideals.

BLACK

BOOKMAN BLACK SHOPPERS

EMOTION
Glamour
Exclusivity
Sophistication
Power

BY BRAND
Designer Brands
Luxury Cars
Technology

MARKETING/USAGE
Used to show a brand’s authority in the marketplace.
Used to show sophistication & timelessness.
Used with brighter colours it can add formality & depth.
Paired with other power colours (red/orange/yellow) it becomes more aggressive.

WHITE

EXCLUSIVE MATTE LAMINATED

EMOTION
Purity
Cleanliness
Simplicity
Perfection

INDUSTRY
Health Care
Luxury
Universal

MARKETING/USAGE
Used to suggest simplicity in high-tech products.
In the food industry it is used for low-fat foods.
Can add strength or sophistication without the negativity associated with black.

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