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A Guide to Color Psychology in Food Packaging

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Food packaging isn’t just about following FDA guidelines about safety and health, though that’s the most important thing. Packaging is an important part of advertising your items, and it can massively increase sales if you do it right. Many businesses use color psychology in their packaging to further increase their food sales. Here’s a guide to color psychology in food packaging so that you can use it, too.

Different Colors Elicit Different Responses

Colors on packaging aren’t just for fun—they have effects on customers. Every color produces a different psychological response that can elicit good or bad associations with your products. For example, blue can bring thoughts of peace and calm, which is why pain relief product packaging often uses this color. White is a common tech color because it gives people a sense of simplicity and elegance. Red is all about excitement, strength, and love, which is why sports and romance products use it often. Lastly, green is about health and growth, so it’s a popular choice among organic products and health foods.

Representing Your Product

The trick to choosing the colors for your food packaging is determining the identity of your product and accurately representing it in your color choices. Find the emotions and connections you want people to experience when they see your food, and match your colors to those thoughts. This is one of the most important steps a new business should do for label printing.

Your Target Audience

Another step to take from this guide to color psychology in food packaging is targeting your specific audience. Marketing is about identifying the people who buy or might buy your product and drawing their attention to it. This includes using colors, as every group of people prefers certain colors; putting those on your product packaging can be a great form of advertisement.

Consistency

Once you find a color combination that works well, stick to it the best you can. These colors will develop your brand and stand out in the minds of customers. Changing the color designs of your packaging can actually hurt your brand, as people won’t automatically link the new colors to your brand.

These are the basics of color psychology in food packaging. By taking all this information into account when developing your product packaging, you can create a brand behind it. No matter your product, you can benefit from using colors and their effectively free advertising.

Written by Richard Agama

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