The power of packaging colour explained

The colour of your packaging can have a massive influence on consumer buying decisions according to new research.

A study conducted by the University of Delaware has shown that colour made up 85% of the reason why someone decides to buy the product.

Each colour conveys a meaning and consumers were found to purchase a product where the colouring on the package was in sync with what the product stood for. For instance, green is associated with nature and elicited positive feelings like relaxation and calmness.

On the other hand, 75% of the participants associated red with anger, passion and energy. Similarly while 69% of the participants associated black with evil or death, nearly 88% of them associated white with innocence, happiness and euphoria. Does it come as a surprise then that organic products come packaged in green or white boxes while Apple products that make you euphoric come in clean, white boxes?

While colour and graphic design are important packaging factors from a saleability point of view, the cost of manufacturing the package boxes too plays an important role in the manufacturing process.

Texture is another factor that influences consumers. A recent study conducted by the neuroscientists at the Brain House Institute found that products that have a velvety texture on the container was preferred by 70% more consumers compared to plain packaging. The soft texture of velvet was found to elicit 275% more emotional intensity and 247% more positive emotions compared to plain packaging and this was found to trigger buying behaviour.

Matt Dent of Pelican Communication’s specialist packaging PR team commented: “These results yet again show the importance of factors that are often over-looked in the design stage. It’s particularly important to ensure that the primary and secondary pack are aligned to ensure the customer enjoys a consistent brand experience.”

Pelican Communications are specialists in the environment, food and drink, outdoor and leisure and packaging sectors and offer a range of services such as media relations, brand management, event management and people development. Contact us for marketing and communications expertise.