How packaging colour affects the sales of the products?

The packaging of any product plays a decisive role in its marketing and persuading the customers to buy it. Attractive, colourful and striking packaging can help in boosting the sales of a product while selection of the wrong colours may negatively impact the sales. Thus, organisations and brands strive to augment their market offerings and sales of each product by attempting to influence the perception and behaviour of customers through the colours used in packaging.

How colour of packaging impacts the sales?

Colour is one of the central elements of the product’s packaging and plays a significant role not only in the brand perception in the customers but also, in influencing the purchasing behaviour. Colours used in packaging may result in causing apprehension or sometimes rejection by the customers, especially in the case of food packaging.

With the rising demand of packaged foods, companies are manufacturing higher number of food items which can be sold as packaged foods and ensure that its packaging can keep the food items safe. But at the same time, the colours and design used for food packaging are chosen strategically, so that the packaging of the food product can help in boosting the sales. For instance, the bright colours connote the pops of the sweet or tangy flavour while the subdued colours signify the complex flavours. This is why, the candies packed in red, yellow and orange coloured wraps attract more customers than the candies packed in dull colours and not so shiny wrappers.

Impacting customer psychology using colours

The food items are capable of triggering multiple senses in the customers, not just in the conscious, but in the subconscious brain as well. However, each product only gets a small window about 2-3 seconds to get noticed by the customer. Besides, there are so many products in the similar niche placed around a product, that the customer gets ample of choice between products. In such scenario, the products which have been packed strategically using the right combination of colours stand better chance to impress the customers as compared to their counterparts.

As the colours are capable of invoking a person’s imagination about the flavours of a food product, it’s vital to establish a link between the colour of the package and the flavour of the food item. For instance, a blueberry flavoured food product, like a cheesecake slice or a drink, when presented in orange or red coloured pack will not work in the customer’s brain. But, something the blueberry flavour when packed with bluish or purple coloured packages can instantly let the customers imagine a blueberry flavoured product, and the chances of potential customers buying the product increase significantly.

It has been established that about 90% of the buyers make snap judgements about the products they want to buy on the basis of the colour. Therefore, an underlying understanding of the colour psychology is very important to ensure that your product is packed in an attractive and eye-catching manner, in order to boost its sales.

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  1. […] Colour is increasingly being used to make the difference between different types of product within the same family. The design remains the same but the clever use of bright colour blocking helps consumers remember which product they bought or saw. Many designers are making good use of very bright colour combinations and the mix of white space with bold colour has become an increasingly important design trend. Often colour is used instead of text to make a bigger impact. […]

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