We are living in the era of consumerism and the era of eCommerce business. Gone are the days when we had to put a lot of effort when there was a need for the simplest thing in life. Today, with just one single tap or click we get our things delivered at our doorsteps. In all these, packaging has always played a major role. We need to remember that consumerism is a visual playground and colour has always been an influential tool in this playground. Therefore, business owners use their packaging as a canvas to bring colour theory to life. In fact, colour theory has an effective role to play in determining the behaviour of the customers. Therefore, business owners keep no stone unturned in giving suitable colour to their packaging materials. Visual representation in business plays an important role. It not only attracts customers but also sharpens the memory of the customers towards the brand you are selling. In other words, when you use a unique and distinct colour in your packaging, customers get attracted to it and at the same time when they see the same packaging next time, it does not take much effort for them to remind themselves about your brand. Hence, we cannot deny the fact that colourful packaging has a major role to play in branding and advertising of your retail products.
In this article we shall be looking at the affective impact of colour theory in packaging on the behaviour of the customer. When you choose a colour for your packaging, make sure that you are choosing the colour as per the theme of your business. Not only that, make sure that colour is a perfect match for your target audiences. For instance, if your target audience are children, it is better to give your packaging some bright and vibrant colours, similarly, when your target audience are women, it is better to choose some soft, subtle and feminine colours for your packaging. There are many online wholesale packaging suppliers who can help you in providing custom packaging supplies. For instance, Packaging Midlands is an online wholesale supplier of all types of packaging in Birmingham and all over the UK.
Let us now have a look at some of the affective impacts of colour theory in packaging on consumer behaviour.
#1. Attracts attention
As already mentioned, colourful packaging always attracts the attention of the customers. In fact, when you are newly starting your business and want to attract potential customers, a colourful and customised packaging helps you a lot. A colourful packaging has a pivotal role to play in your business. In fact, when we look into colour theory, we realise that there are certain colours which are eye-catching and attract the attention of the customers instantly. For instance, if you are using vibrant and contrasting colours for your packaging, they look unique and distinct and stand out from other packaging around them. It is a phenomenon called the isolation effect which business owners use strategically in the packaging. For instance, when there are limited offers on an object, they use the colour red, since it is vibrant and grabs a lot of attention. Hence, it proves that strategically using colours for your packaging will grab the attention of consumers.
#2.Conveys brand identity
A colourful packaging has a pivotal role to play in conveying brand identity. In fact colour is one of the foundational aspects of brand identity. It conveys the significant essence of the brand. It invokes emotions and associations which are distinct. For instance, the colour blue symbolises reliability and trust, and thus, blue colour packaging is used in healthcare products and technological brands. When you remain consistent with the colour of your packaging, customers easily recognise your brand and also it helps in building trust among your consumers towards your brand. Since, they start considering your brand to be loyal and genuine, it leads to repeat purchasing of the products you sell. In the process, when they identify your brand on the shelf through the colour of your packaging, they tend to choose your product first, instead of choosing the other brands.
#3. Elicits emotional response
A coloured packaging has the power to evoke emotional response. Therefore determine the colour of the packaging according to the products you sell. For instance, if you are selling products, which invoke excitement, passion and urgency, use warm colours, such as red or orange. If your products invoke the sense of calm, trust and security, choose some cool colours, such as blue or green. The colour of your packaging is directly associated with the products you sell. Hence whenever you are using bespoke cardboard boxes for your brand, take proper care of the colour you choose for these boxes.
