new equipment raises profits

« Back to Home

Color And Emotion In Food Packaging

Posted on

When it comes to selling food products, the packaging you choose can be just as critical to your recipe or ingredients. While things like logos, catch phrases and lettering all affect sales, one of the biggest decisions you'll have to make when ordering labels for your product is what color to choose. That's because consumers register color much faster than graphics or logos. In fact, 90 percent of shoppers make snap judgements about products within 90 seconds simply by taking in the colors on the packaging. Read on to learn what cues and emotions buyers tend to associate with various colors to determine which color scheme you should use for your product.


There's no color that catches the eye faster than red, making it an ideal packaging choice if your primary goal is to grab the buyer's attention. Red is an aggressive color for packaging or labeling, and tends to stimulate appetite, which is common among many bright colors. This color makes an excellent choice if you want to market your product as exciting, such as for sweets, treats and kid-friendly cereals.


Using green on a package tells the buyer that your product is good -- either for the buyer's health, the environment or both. This positive association comes from the fact that healthy things, like brocolli and spinach, as well as natural things, like trees and grass, all come in shades of green.


Customers automatically associate blue with things like water or the sky. That gives blue packaging an aura of trust or reliability. Using blue packages or labels will make customers feel like just like the sky is always the same old blue, your product will always offer the same consistency and quality.


Brown packages and labels are generally associated with the earth and all things earthy -- think natural, homemade, or artisan. This is a good color scheme for appealing to buyers who are looking for artisanal products. 


Purple has always had an air of rarity, harkening back to the days when only royals or nobles could wear purple robes. Today, purple packaging helps a product stand out, and makes it looks special or unique.


Thanks to the rarity and value of gold, packages in this color give food products a premium air, making them look more valuable or expensive. Think "black label" or premium versions of more common products.

General Color Rules

No matter what color you choose for your product, there are some general color rules you should always keep in mind. First, lighter colors are often associated with lighter foods -- either those with a lighter taste or those low in calories, fat or other benchmarks. Darker colors are associated with richer foods, like candy or sauces. Once you think you've picked the right color for your product, explore your local grocery store to see what colors your competitors have chosen. Consider picking a color that stands out or contrasts with your closest competitors. After all, there's a reason the two biggest soft drink makers chose red and blue, respectively, to represent their brands.

For more information about custom label options, visit Precision Label Ltd for Custom Labels.