Advertising professionals have been harnessing the power of color for packaging design for a long time. It’s well-known that color has the ability to provoke emotion and feeling. Many companies use the psychology of color to influence buyers’ perceptions of their brand. When used effectively, color can help unify your brand’s messaging, stir up a certain emotion, or cause someone to think a certain way about your brand.

To help you take full advantage of the psychology of color when it comes to your own packaging design, here’s how color affects your packaging design.

Color Enhances Your Message

When you want to tell consumers a specific message about your brand, color can help you enhance that message for a greater effect. When the colors of your packaging match with the message you’re giving, consumers will notice the consistency and may be more likely to make a purchase. For example, a company who claims to care about the environment can use the color green to enhance a written statement about climate change on the side of their carton.

Using color to enhance your message is extremely important for brands looking to compete in visually competitive markets. This could be a new dairy-free brand hoping to convey trust with the color blue in the grocery store, or a book with a bright red cover hoping to catch attention on the shelf.

Different colors help convey different messages. For instance, blue is often associated with the ocean or the sea. This allows blue to convey calmness and trust to consumers because that’s typically what people think of then they image being by the ocean. Red, on the other hand, is associated with passion and excitement. It can be used to entice someone quickly into purchasing a product or service. That’s why red is frequently used in entertainment or lifestyle packaging designs, such as Coca-Cola.

When your brand is trying to convey a certain type of message, it’s important that the colors match up. This creates a consistency in your branding materials that helps the consumer trust you quicker than if the message was inconsistent with the colors you selected.

Color Provokes Emotion and Sensation

Color has the ability to provoke emotion and sensation. This can be useful for your packaging design should you want to appeal to consumers through feeling. If your brand is all about helping people or working with adorable animals, you can use color to create emotion through your packaging design.


Some common color and emotion pairings are listed below.

  • Yellow is often associated with optimism and happiness.
  • Blue is used to convey trust and dependability.
  • Purple often inspires people to be creative and imaginative.
  • Green is associated with peace, health, and growth.
  • Gray portrays balance and calmness.
  • Red provokes excitement and passion.

  • By understanding the different emotions and feelings that color can create, you can use it to design packaging that speaks to consumers. For brands who are all about passion and stirring up emotion, color is an indispensable tool for packaging design.

    Color Influences Consumer’s Opinions of Your Brand

    Because color has the ability to unify your message and provoke emotion, it can help you create a specific brand image or position in the consumer’s mind. Brand positioning is very important for ensuring everyone understands what your brand is, the level of society it sits at, and the quality it provides. For example, black is often used in packaging design to position a brand as luxury or expensive.

    As mentioned before, blue conveys trust and dependability, so using it in your packaging design might cause consumers to think of your brand as trustworthy and dependable. If you can harness color in your packaging design effectively, you can create the ultimate marketing tool for your business.

    Packaging design might seem simple on the surface, but it’s a complex process where color and brand messaging come into play. Marketing professionals and packaging designers understand the importance of good packaging for brands who want to stand out and conquer their market. By using the power of color, you can enhance your packaging design to provide consistent messaging, real emotion, and important perceptions of your brand.