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A Guide To Colours In Packaging Design

At the end of the day, visual appeal is all that matters. Packaging design has now become a very integral part of marketing strategy. Consumers are buying your product, yes, but it’s the eye that creates the association. And when you think of it, everything about design revolves around colours. Think of Nestle’s Maggi, and the colour yellow pops up. Think of Cadbury and it’s purple. And this isn’t random, picking a colour for a packaging is the real deal – a psychology of aesthetics and branding.
So, what exactly is colour theory? According to your average search engine, it’s the study of how colours speak to each other, maintain peace, and come out as something that makes sense. When you apply it with packaging design, you get a powerful tool that correlates to brand identity and also influences consumer behaviour.

Who’s Who Of Colours

Let’s start with the basics – there’s three colours which are known as the primary shades, based on which all colours are made. These are – red, blue and yellow.

Red : liveliness, action, passion, enthusiasm and strength
Blue : honesty, dependability, strength and harmony
Yellow : original, innovative, fun and visibility

What Next?

Post choosing the colour which sits right with your industry sector, and yes, that’s quite a tricky part, you move on to the design. If you think you can do it all on your own, not really. You’ll need a branding agency for this task, and a good one at that.

Next up on the list is, how do we end up choosing the colours and design that we do. It’s a process, and here’s the step-by-step of it:

  1. Consumers, both existing and potential, matter. There’re colours many like, and many disregard. It all depends upon your target audience. Are you trying to attract GenZ or boomers? For example, McDonald’s red and yellow colour represents youthfulness and energy that their target audience can relate to.
  2. What is it that you’re selling? Every product is created with a purpose, an aim. Take Apple for example, it’s the lifestyle they sell, not the product itself, and the colour white communicates just that.
  3. Cultural preferences play a crucial role, as well. For example, in Africa, white stands for happiness and harmony. Check out how we aced the colour in Kivo’s packaging.

Final Thoughts

To bring it all together, choosing colours for packaging design is like finding the perfect balance between art and science. Design that is strategic yet aesthetic, with a clear cut ideology of how it connects with the brand identity and product placement. When done right, packaging will uplift your product, attract consumers, and create lasting connections.

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