Whilst you may have a colour in mind for your branding, there’s a psychology to each colour, and you don’t want to give the wrong message to your audience!
For some brands selecting their colours is instantaneous, for others it’s a slow and difficult process. Not to mention it isn’t one-size-fits-all when it comes to branding – product lines, promotions and events have different elements to take into consideration.
It’s worth understanding the connotations of colours:
- Red is a popular choice with large brands, often associated with romance, passion, and lust. Some of the more negative connotations include anger and rage but all produce strong emotions.
- Blue is related to the sea and sky; a calming and freeing colour and liked by both genders. The shade is important, lighter blues are softer and sweeter, but darker blues are more corporate and confident.
- Green is earthy and natural, chosen by health brands, complimented by brown, rustic colours. If a box is a neutral green it gives eco-friendly vibes. However, green also has a relationship with money, so can appear secure and wealthy.
- Yellow is the most visible colour in daylight, associated with the sun, friendship, and warmth. It tends to promote positive emotions – however it’s more appealing to younger audiences.
- Black is a premium colour; it screams power, sophistication, and luxury. There is a beauty and simplicity in using strong colours like black.
- White is known to represent innocence and purity. It’s associated with cleanliness, often a first choice for beauty and skincare brands, however it’s also used in corporate branding.
What colours are right for my brand?
Think like your consumer: what do they want and need from your brand? The packaging can set the tone for your product – it all comes down to your brand values.
To summarise, packaging encompasses many different elements from size, shape to texture. Colour is just one of the decisions and may not be the most important one. It’s worth researching your consumer and trying out different combinations before committing yourself to any packaging or branding.
We offer all types and colours of bespoke boxes and can answer any questions you may have in mind. To request a custom quote, email your design ideas, measurements, order quantity to info@packaging-works.co.uk!
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