When you are choosing a design or logo for your food products packaging the importance of colour cannot be underestimated. Colours trigger emotional and sometimes physical responses in people, for example, red has been shown to stimulate the appetite and even raise blood pressure while white and greens creates a feeling of balance and calm.
More than 90% of shoppers make snap decisions based on colour and visual appearance alone. Colours have been shown to trigger emotions that influence shopping behaviour so should be carefully considered.
Some psychology surrounding different colours:
White - On its own creates and impression of cleanliness, calm, efficiency and simplicity. Combine with red to suggest excitement and draw attention to the product or combine with black for a sophisticated feel.
Black - Is the colour of power, mystery and class. Transmits higher perceived value to the consumer.
Red - Widely used in food packaging, red creates and impression of excitement, passion and youthfulness. Red draws attention to your product, stimulates the senses and excites the consumer. Studies show that red speeds metabolism and causes faster breathing, Combine with yellow to stimulate taste buds and increase appetite.
Green - A colour of balance and harmony in the mind. Green suggests that a product is healthy, natural or environmentally friendly. Green should be used with caution as it can also turn off appetites .
Blue - Is a colour of trust and reliability. Blue suggests your products are of a consistent and dependable quality. The darker the blue, the more professional and serious your product looks in the eyes of consumers.
Yellow - Makes people happy and optimistic. Yellow is a colour of fun and warmth. It is a good attention grabber, stimulates the brain and aids decision making. Red and yellow are widely combined for food packaging and marketing, particularly in the fast food industry. Excessive yellow can overpower the senses and make people uncomfortable so yellow is best combined with another colour on packaging.
See below a colour emotion guide with some well known brands that use colour to their advantage: