Importance of Colors in Cosmetics Brand Packaging | Color Theory | Artwork Flow

Color— a visual representation of your brand— is an integral part of product packaging. It can trigger thoughts, feelings, and emotions about your product; and, directly impact purchasing decisions.

This makes picking the right color or colors for packaging all the more important. But how do you pick a palette that suits your brand, describes your product, helps you build a unique identity, and appeals to your customer

How To Choose The Right Packaging Colors
Consumer Buying Behavior tells us that consumers are influenced by packaging colors. When picking the most suitable shade for your product packaging, you need to keep several things in mind.

1. Think of the buyer:
2. Represent the product
3. Stand apart from your competition
4. Communicate the product’s purpose
5. Keep branding in mind
6. Consider cultural preferences
7. Maintain consistency with design and font
8. Stick to your core brand colors


Let’s take a look at popular colors and their business perception.

White
ATTRIBUTES: simplicity, elegance, purity
BRANDS: Apple, Dove, Himalaya Baby Products

Black
ATTRIBUTES: sophistication, strength, authority
BRANDS: Zara, Coach

Blue
ATTRIBUTES: strength, honesty, dependability, harmony, serenity
BRANDS: Renu, Gillette, Pepsi

Red
ATTRIBUTES: excitement, passion, strength
BRANDS: Coca-Cola, KFC, Nescafe

Green
ATTRIBUTES: security, growth, harmony
BRANDS: Subway, Green Tea

Orange
ATTRIBUTES: fun, adventurous, friendliness
BRANDS: Fanta, Orange Juice, Payless Shoe Store

Yellow
ATTRIBUTES: fun, optimism, energy
BRANDS: McDonald’s, Sunflower Oil, Amul, Lego

Turquoise
ATTRIBUTES: calmness, clarity, purity
BRANDS: Tiffany

Purple
ATTRIBUTES: indulgence, luxury, spirituality
BRANDS: Cadbury, Hallmark

Pink
ATTRIBUTES: calming, beauty, femininity
BRANDS: Barbie, Victoria’s Secret

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