What Colors Say About Your Brand

Colors Influence Consumers About Your Brand

If you want your product to stand out from the competition, color is one of the most elementary ways to grab a customer’s attention. But colors are also evocative and capable of generating emotions and attitudes both subtle and profound. So when you’re choosing a color scheme for your brand, it’s important to make sure you’re sending the right message.

Clear

Clear packaging demonstrates honesty and integrity. Basically, by putting your product in a clear package, you’re proclaiming, “I have nothing to hide. What you see is what you get.” Clear jars and bottles are often used to package foods and beverages, especially those with a naturally enticing color and appearance.

White

White packaging brings to mind purity and cleanliness. Many minds equate it with a blank canvas, so white can also be the color of creativity. Health and beauty products are often packaged in white.

Black

Most folks subliminally associate the color black with authority or elegance. However, black can also be a risky choice as many cultures associate it with mystery, grief, fear, and the unknown. Many brands use black to package their high-end, upper echelon products.

Red

Red generally invokes feelings of passion and boldness, as well as appetite. Seriously. Some studies have actually shown that the color red can subtly affect a person’s metabolism, which is why a lot of foods and beverages use it in their packaging. Be warned, however: different shades of red can carry different meanings. Darker reds tend to be associated with luxurious products and lighter reds, while lively and energetic, are generally perceived as lower value.

Orange

Orange is the color of adventure and optimism! Like some shades of red, orange is often associated with products that are inexpensive or affordable. However, it can be a tricky color for branding. Most adults identify orange as their least favorite color, while children seem to be inexplicably drawn to it.

Yellow

Yellow packaging typically embodies optimism and hope. It is also the most eye-catching of colors, which is why it is often used in retail displays to draw in customers, especially children and young adolescents. Brands that use yellow are often identified as fun and cheerful, which is why it’s often used for packaging snack foods, drinks, and products that aim to lift people’s spirits.

Green

Green is associated with nature, as well as health, wellness, and money. Foods are often packaged in green to emphasize freshness. In addition, many brands use green to connect their products with the environment.

Interesting note: In India, the color green is used to honor Islam, so it is forbidden to use it in your packaging in Indonesia. Also, many South American countries associate green with death. All this to say, if you’re planning on doing business internationally, make sure you do your homework!

Blue

For many, blue invokes feelings of trust and reliability, as well as calmness and security. Bolder blues are often aligned with products that are serious and professional, while lighter blues indicate products that are more creative and light-hearted. Blue is the most popular color amongst adults. However, younger people tend to associate the darker shades with products for more mature people.

Additional Colors

In addition to the basic eight, there are plenty of other color choices available—each with its own associated message. Here are a few of them:



• Brown – strength, maturity, and reliability
• Indigo – clarity of thought and communication
• Magenta – boldness, non-conformity
• Pink – warmth, compassion, and comfort
• Gold – luxury and high quality
• Silver – elegance and sophistication
• Gray – neutrality, indifference, and reserve

Combining Colors

Successful branding will combine two or more colors to create a more complex message, occasionally using additional colors (such as gold or silver) to lend a touch of elegance and give the impression of high value. Two-color branding can give your product a look of class and elegance. However, the more colors you incorporate into your packaging, the less serious your product will appear.

If you need help deciding what colors to use for your brand packaging, we'd love to help you with all of your packaging needs here at Plascene.