Colour Psychology for Packaging

Your choice of colours for your packaging will set your product apart from your competitors’ products. This is one of the most important elements when designing your packaging. 

White is an excellent choice where you want to create the impression of cleanliness, purity, efficiency or simplicity. However it can also stand for basic and conservative, depending on the message you want to portray.

Black is the colour of power, authority and control. It tends to stand out as it makes products appear more expensive and can create a higher perceived value. Black can add a degree of mystery and intimidation or elegance and class, depending on your target audience.

Blue builds customers trust, it creates the feel of honesty and reliability, strength and unity. Blue can indicate a product that will contribute to the buyer’s relaxation and calmness. Use darker blue to create the more professional feel and light blue for a more creative product.

Using red for your packaging draws attention to your product, it stimulates the senses and excites the potential buyer. Red stands for energy, action, passion, excitement and strength.

Pink packaging is generally most appropriate for products relating to the female market such as cosmetics, fashion, beauty and romance. Pink creates a feeling of warmth and compassion, whilst being calming and comforting.

Green creates packaging that will represent a balanced, calming design. If you want to show that your product is natural or organic use this colour. Dark green can also be used to show wealth and luxury whilst adding a professional quality to your package.

Gold packaging suggests expensive, luxurious and high quality. However your product should reflect this high standard or you will lose credibility – a poor quality product inside gold packaging will appear cheap.

Silver packaging implies elegance and sophistication. It is more gentle than gold and it combines well with almost all other colours highlighting anything printed or decorated on the packaging.