“In colour cosmetics, perhaps you have the choice of colour; however in skin care, packaging is very important as it tells a consumer about a product and why they should trust it – whether it is the branding, or whether it gives the feeling that the product has been scientifically tested.” –Dr. Benjamin Punchard, CosmeticsDesign-Europe.com
Ask a small child what their favorite color is and you will receive a definitive answer. You will also learn that certain colors are for certain genders and some are happier colors than others. Kids see color as indicative of their personality. As we grow, we leave behind the militant aspect of our color choices, but what remains is a preference for a certain color or colors. Our deep emotional attachment to colors is something that evolves as we grow into adulthood. Marketers understand this and seek to create a bond via hue selection.
Emotional
85% of consumers are drawn to color, according to The Huffington Post. Color is a key visual component in the process of brand storytelling. A mascot or color scheme can give insight to a company and are often more powerful than words. From this visual storytelling, recognition can be born. Consumers prefer brands that they feel comfortable with and color recognition means they can pick out “their” brand from twenty feet away. How many time have you found yourself describing a product, by it’s color. It’s the purple one or the orange one, even when brand name or type escapes you. For example, Coke is red and Pepsi is blue, and this certainty can bring comfort to consumers and expand into brand loyalty.
Practical
Colors can also be practical. For example, items packaged in blue glass prevent odors and can extend shelf life. Reflective packaging gives the illusion of greater depth as it plays with lights and darks on the color spectrum. An emerging trend is one in which tactile elements complement visual cues. For example lemonade product could use soft-touch texture on the lemons elements to entice the consumer into a purchase. When using colors, make sure the theme evokes the essence of your product. For example, beauty products for women perform better in lighter colors while men prefer their grooming tools to lean towards darker masculine colors.
Personal
Color is not just one thing for marketing, it can create unique shades and finishes for a product. Colorants and pigments must withstand light and fluctuations in temperature. They can also generate special effects and a sensory experience. Pigments can also be customized. Color is a dominant element that can dictate gender norms, as well as creating associations in the consumer’s mind. Green is a great choice for healthy products; red signals convenience; and the combination of blue and white connotes cleanliness. Color offers implicit cues to the consumer.
Takeaway
Consumers respond to color. The color(s) you decide to package your product in can entice a purchase. Allow your inner child to enjoy the color selection process as surely as your consumers will delight in the end result.