Product Packaging and the Psychology of Colours

Product Packaging and the Psychology of Colours

The psychological influence that colours have on us is well documented. In every-day life colour is used my marketeers to influence our moods and decision-making processes. This is very true in product design and packaging, where the right tone and mood of colours can have a huge impact and, conversely, getting it wrong can have devastating consequences.

Product package design follows the same rules for colours as do most other forms of marketing and advertising. Choosing a complimentary colour for packaging, that matches the products mood or use is essential. When thinking food for example, yellows and greens suggest fresh, reds can be used to suggest spicy whilst more complex, deeper tones such as caramels, gold and silver can be utilised on product packaging to demonstrate luxury and class. Continuing the food packaging considerations, blue is rarely used as a main colour on food packaging. The reason – there are virtually no blue natural foods and blue is seen as a non-complimentary colour.

Luxury products – Use Luxury Coloured Packaging

Luxury items, be that confectionary, clothing or jewellery often use classy warm colours to enhance the feel-good factor of their product packaging. Golds and silvers project classy and luxurious products, and the use of texture can also add an extra dimension to luxury product packaging. Getting the look and feel just right can make a huge difference to sales.

Choosing the right complementary colours for product packaging is a skill that should not be left to chance. Ultragraph, one of the United Kingdom’s leading package design and manufacturing companies has over 45 years of experience and would be delighted to share this with you. Get in touch today and we will be happy to explain how we can help you, just as we have helped countless clients over the years to create some high quality and stylish product packaging.