The Psychology of Color for Labels and Packaging

Designing a label can be an involved process; logos, fonts, layout, material, and finish all must be taken into account. Then there’s the product-specific copy, ingredient, instructional, and other information to include. It’s easy to get hung up on any or all of these aspects, but don’t forget to consider the psychology of color for labels and packaging! While you may be choosing your colors based on your product or on your own color preference, you always want to make sure your colors are communicating the right thing to potential customers. 

Research on the Psychology of Color for Labels and Packaging

Many studies throughout the years have revealed that our brains prefer recognizable brands, which makes color incredibly important when creating a brand identity. It has even been suggested that it is of paramount importance for new brands to specifically target logo colors that ensure differentiation from entrenched competitors (if the competition all uses blue, you’ll stand out by using purple).

When it comes to picking the “right” color, research on the psychology of color for labels and packaging has found that “predicting consumer reaction to color appropriateness in relation to the product is far more important than the individual color itself. So, if Harley owners buy the product in order to feel rugged, you could assume that the pink glitter edition wouldn’t sell all that well.”

Influence with the Psychology of Color

Color has a powerful influence on a buyer’s perception of a product and can play a huge role in how someone chooses to exercise his or her purchasing power. When it comes to the psychology of color for labels and packaging, your selection is especially important. There are emotional and psychological responses that certain colors evoke in people.

Reds and yellows inspire appetite, while green relates to health and sustainability. There are mountains of research about the psychology of color in relation to marketing products, but the important thing is to pick the colors that are right for your company and then stick with them. (Check out more information on color psychology and a cool infographic that shows the logos and colors of big brands).

Of course, simply choosing a color like red that is known to make people feel hungry is not going to create an automatic demand for your product. What’s really important is selecting colors that reflect your brand values so customers instantly associate your product with your value proposition. For example, if you’re an aspirational life-style brand that focuses on the well-being of your customers, perhaps you opt for a neutral color palette that reflects your carefully selected natural ingredients. Whatever route you take with regard to your color, it will pay to deeply consider who you are as a company and how to best communicate your brand identity. Once you’ve figured out what’s right for you, using colors effectively in your label design is a simple way to attract more consumers and create brand loyalists.

Psychology of Color for Labels and Packaging Printing

Opting for the appropriate colors for your brand is only half the battle though—they need to be printed with impeccable quality and consistency to effectively incentivize buyers. Luckily, Inovar Packaging Group is here to ensure outstanding color on every label we print.

Our color matching process begins in our art department and is continued in prior to and during production as our techs use software, photo spectrometers, and their own well-trained eyes to make sure your colors print beautifully and on-brand. Once your labels have been printed, we give each of them yet another pass through our inspection department, where again both technology and the skills of our technicians are put to use to ensure every aspect of your label is just right. We take pride in our process and in the diligence and skill of our team members, eliminating stress and effort for you and your brand.

Whether you’ve decided that vibrant hues or a more neutral tone are right for your label, you want to keep in mind how far color will go in making an impression on customers. Once you’ve made your color selection, get started with the psychology of color for labels and packaging experts at Inovar, and let us help you achieve your goals.