Colors in packaging take on a narrative function. On the occasion of World Colour Day, which falls on May 6, the role of each shade in packaging will be explored. According to a study conducted by Loyola University of Chicago, the choice of a color in packaging is crucial during the purchasing phase: it increases the chances of closing a sale by 80%.
World Color Day: psychological aspects
Color psychology is the branch of the discipline that deals with examining the relationship between a certain color and human behavior, trying to understand how colors influence daily decisions.
There are numerous studies that deal with investigating the difference in human reactions and moods when they come into contact with colors.
In the field of marketing, therefore, we talk about purchasing choices: each color, in fact, plays a fundamental role in the perception of a brand.
The versatility of the colors red and blue
Among the most versatile colors in packaging are red and blue. The first, commonly associated with passion, expresses strength and courage but, depending on the context, also romance.
The second, on the other hand, conveys balance, trust, calmness, but is also the bearer of values such as unity and freedom. In its darker variants, it is synonymous with professionalism.
Green in packaging: attention to the environment
The case of green is different, whose association with the environment and green themes is immediate. This color, in fact, communicates regeneration, growth and hope. Other concepts to which it is associated are cleanliness, safety and wealth.
World Color Day: Which Ones to Use to Capture Attention
Other colors to focus on on World Color Day are yellow, orange, and purple, which have differences and similarities. All three have in common the possibility of referring to a wide and varied audience.
Yellow is commonly linked to modernity and energy, while orange is synonymous with creativity and optimism.
The most mysterious of colors is purple, whose meaning changes depending on the shades: in the lighter shades it conveys originality and balance, while in its darker variants it instils the idea of luxury and, sometimes, drama.
Black and white: shades and meanings
Two interesting colors to analyze are white and black. On the one hand, purity and simplicity, on the other, power and luxury.
A curious aspect concerns their combination with other colors: white and yellow convey joy, while the white-red combination is used to communicate passion. As for black, its combination with gold rather than silver is aimed at impressing the idea that these are products with a high cost and quality.
World Color Day: factors to consider in packaging
World Color Day is an opportunity to reflect on how to choose the most suitable color for your packaging, starting from your brand identity. Consistency between the company and its products on the shelf increases consumer loyalty.
Secondly, it is good to keep in mind your target audience: depending on the objectives, values and consumption habits of potential buyers, the choice can change radically.
Finally, you must also seek continuity with the characteristics of the product, identifying a package that makes it unique and different from other competitors.
