Can the colour of product packaging be used to encourage customers to buy?

Most businesses know that the design and look of the packaging they use for their products can help influence customers’ purchase decisions and help to set a brand apart from the competition. However, many are unaware of the importance of using the right colours in product packaging.

Product branding is all down to the look of a product and with this in mind, the colours you use can prove to be a very useful way to create the right image and attract buyers. Simply choosing your favourite colour can be a mistake and before deciding which colour or colours to use, there are a number of things you’ll need to take into consideration.

First and foremost, you need to keep the image of your target consumer at the forefront of your mind. Points to think about are: what motivates your target customer to buy? How old are they? Are they male or female? Which social group are they from? Armed with this information you’ll then need to think about the message you’d like your product packaging to portray: are you offering a feel-good factor? Are your products aimed at more serious customers? Is it designed to help with a problem or is it a luxury item, designed to given as a gift? The colour you choose will help you send out the right message and attract the customers who are most likely to buy.

It can be very tempting to dismiss colour psychology but studies have shown that consumers make many choices every day, based simply upon the colours of the products they choose. Using black packaging is a good way to make your products stand out, whilst also portraying authority and power. Black packaging will also make your product look more expensive and weightier; giving consumers a higher perceived value. On the one hand black can be used to add elegance and sophistication but on the other will give off a mysterious feeling.

White is, of course, the complete reverse and white packaging relates to innocence, cleanliness, purity, simplicity or peace. White packaging is often seen as a very safe choice but by using splashes of colour, it’s possible to create a whole range of different messages. For example, adding red will make your product more eye-catching whilst black decoration will give a feeling of luxury or sophistication.

Using unusual or creatively designed packaging is a great way to set your products apart from competitors. Don’t be afraid to use colour but it is worth bearing in mind that by using lots of colours, your product is unlikely to be perceived as being frivolous. This is fine if it’s what you want but it’s usually best to stick to a combination of just two colours.

Of course there is a huge range of colours available for product packaging and whether you’d like to use a vibrant red or purple, or think muted pastel tones might be more appropriate, using the services of a specialist design agency is one of the best ways to ensure you make the right choice when it comes to the colour of your product packaging.

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