It’s no secret that colour plays a huge role in packaging design and even brand design. When consumers look at a product’s packaging design, the colour can influence their emotions and communicate different ideas about the brand. Using the right tools and ideas can help you achieve a packaging and branding design that will help to build the emotional connection that sells.

Over time, strategic advertising has helped various clients tap into this emotional connection through colour in packaging design. Business expert and blog outreach service provider Spencers Pearce of Twixxer said, “At first, people might overlook the colour of their brand and packaging. However, colour can make people feel emotions, which can pull them towards your products!”.

To help you learn more about the brand and product packaging colours role in influencing emotions, here’s a brief list of the main reasons why it’s so important.

1. Colour makes your product packaging stand out

People tend to go for what they remember best. For products packaging, it’s best to choose a colour that stands out. If your competitors all use similar shades of blue, why not go for a different colour?  Yes the obvious is that there is a strategy behind it or it’s a category cue but sometimes it can work to stand out amongst the sea of blue. The colour that your packaging design has is vital for it to catch the consumer’s eye. If the colour strikes an emotion within them, it can help a buyer remember your branding design and choose your product over your competitors.

2. Colour Communicates

Colours can communicate specific ideas. For example, white commonly signifies simplicity or purity. White is an optimal choice if you want to promote your product as clean and pure.

Bright colours, like red and orange, can help boost energy. Green, on the other hand, can tap into the natural and organic space. That’s why the colours you choose play an essential role in communicating what your brand and product stand for.

3. Colour evokes emotions

Whether it’s a calm blue, a sophisticated black, an elegant gold, or a bright yellow, colours can evoke different emotions within people. The goal is to make them feel a sense of trust with that shade of blue, for example, that you chose for your packaging design or brand design.

Research also suggests that colour influences people’s purchase decisions. That’s why attractive, emotionally appealing packaging is essential for any product.

However, it is essential to note that people’s interpretation of colours varies among genders, generations, and cultures. That’s why it’s helpful to hire a branding agency that can help you make the right choices to appeal to targeted audiences.

How important is colour in your packaging

Tap into your customer’s emotions with colour packaging designs from Jam&Co

Making good colour choices for your packaging and brand design can make a massive different for your business. Colour can make your product stand out and speak to consumer’s emotions. Incorporating suitable colours is the way to go if you want your product to build emotional connections with buyers.

Jam&Co Design can help you with this. As a branding agency in Sydney and Greater Brisbane, we strive to provide you with a product packaging design that speaks volumes to your target audience. If you want to utilise colours to make your product and brand packaging impactful, then we can help you.

Don’t hesitate to contact us today to get started!

6. I’m Indecisive 

This mode makes shoppers with this mindset feel overwhelmed and often times struggle to understand why there are so many options on the shelves.

The indecisive customer wants to take their time to make one good purchasing decision. However, browsing through a store isn’t ideal as they’d prefer researching and ordering products online.

The indecisive shopper generally only has a vague idea of what they need, opting for online information rather than a sales person to show them what they want.

Up to 44% of anxious and indecisive consumers surveyed said they’d explore product decisions online prior to a purchase.

7. I’m Special

Self-entitlement can be derived from a number of factors, however social media seems to play a monumental part amongst this consumer group.

Those shoppers believing their special search for an expect a superior buying experience on with everything they purchase. They’re avid social media influences and love high-involvement purchases and search for shopping experiences that are personally tailored to them.

The “I’m Special” consumer is one of the most challenging to market to as what they’re willing to pay versus product expectations can be difficult to match up. They’re looking for “the works” including free shipping and returns, high quality, low price and reputable, secure online transaction channels.

8. Get It Over With

Ever changing shopping methods combined with seemingly endless brand expansion produces the 8th influential mode known commonly as the “Buy and Be Done” group.

These customers heavily consume digital content making their buying decisions with an even balance of research and cost-benefit analysis. Social media virtually plays zero part in what they buy as they’ll more likely purchase something based on quality or long-term value for money.

Over 40% of those with this buying mentality relied on social media content and influencer’s opinions to self-educate before purchase something.

They prefer to purchase online and almost one third are just out to buy a specific item.

Can you relate to any of the 8 emotional drivers? 


More Posts

Emotional Branding: The Taylor Swift Blueprint

Getting on the supermarket shelf is an achievement, but staying competitive with your brand, packaging, and a brand agency’s expertise is the real challenge in today’s retail landscape. How can you ensure relevance over the next three to five years?


Scroll to Top