The use of colors in packaging and branding goes beyond aesthetics. Colors convey specific messages, evoke emotions, and can influence purchasing behavior. Many studies have been conducted on how color schemes to influence branding and research shows that color is one of the most important factors in a company’s visual identity. Color can vitalize a brand and provide an edge in an increasingly crowded marketplace.
As such, companies must understand color and its impact on packaging and branding. They must choose color schemes thoughtfully and strategically, taking into account their target audience and industry.
There are numerous best practices regarding color schemes, and this guide will provide key insights into choosing and using colors to create powerful packaging and branding. We’ll cover topics such as the psychology of color, color associations, color combination and contrast, and a few helpful tips. Let’s get started.
The Psychology of Color
Color plays a significant role in human psychology, with different hues and shades associated with different emotions. Some basic color psychology indicates warm colors, such as red and orange, evoke energy and enthusiasm.
In contrast, cool colors, such as blue and green, evoke calm and relaxation. Knowing which color is associated with what emotions can be helpful when choosing a color scheme for packaging and branding.
Additionally, it’s important to consider the target audience and what psychological messages the chosen colors will convey. For example, a luxury brand targeting women primarily might rely on warmer colors to express fun, sophistication, and elegance.
Meanwhile, a sporting goods brand might use bolder primary colors to convey energy and enthusiasm. Understanding the psychology of color can help one choose the right colors to bring out the desired emotion in their target audience.
In addition to emotions, certain colors are associated with different industries, concepts, and ideas. For instance, blue is often associated with trustworthiness, reliability, and security.
As a result, many financial and insurance companies use it in their branding. Green, meanwhile, is often associated with health and wellness, so many organic and eco-friendly brands use this color.
It’s important to be aware of a certain color’s associations with a product or service, as it may influence how the audience perceives the company. For example, a company looking to convey safety and robustness might consider blue in its branding, while a company looking to convey health and environmental consciousness might consider green.
It is also important to consider how the color will be used in the branding and how it will integrate with other elements, such as logos design and images.
Color Combination and Contrast
In addition to individual colors, color combinations and contrasts should be considered when choosing a color scheme for packaging and branding. Different combinations and contrasts can evoke different emotions and create unique visual experiences.
When selecting colors, consider the overall contrast between the colors, their hue and saturation, and their relationship to each other. For instance, choosing colors with the same hue but different saturations (e.g., light blue and dark blue) can create a gentle and soothing contrast that evokes a sense of elegance and sophistication.
On the other hand, selecting colors that have different hues (e.g., blue and yellow) can create a vibrant, energetic contrast that evokes vitality and excitement.
Tips for Choosing the Right Color Scheme
Now that we’ve discussed the psychology, associations, and contrast of colors, let’s look at some helpful tips for choosing the right color scheme for packaging and branding. These tips can help ensure that the color scheme is effective and cohesive.
Consider the Target Audience
When selecting a color scheme, always consider the target audience and what emotions it should generate. As previously mentioned, different colors are associated with different emotions, so be sure to choose colors that evoke the desired emotion in the target audience.
Take Context into Account
Consider the context in which the chosen color scheme will be used. If the colors are used online, they should be bright and easy to see. If the colors are used in print, they should be muted and easy to read.
Keep It Simple
Having too many colors in a scheme can overwhelm and distract the overall graphic design. Keep the color scheme simple and focus on creating a cohesive look and feel.
Consider the Message
Consider the message the brand is trying to get across with its color scheme. A brand should avoid bright, primary colors if it tries to convey sophistication and elegance.
Test It Out
Once a color scheme is selected, it’s important to test it and see how it looks. Color schemes can look different on different devices, so test them on various screens and formats.
Choosing the right color scheme for packaging and branding is essential to a company’s success. Colors evoke powerful emotions and can convey specific messages, so it’s important to be thoughtful and strategic in color choice.
The above tips and insights will hopefully provide helpful guidance when making color decisions. Consider the psychology, associations, and contrast of colors, the target audience, and the message conveyed. Ultimately, a great color can vitalize a brand and provide an edge in an increasingly crowded marketplace.