Colours are the most important element of product packaging design. This is because the colours you select will subconsciously reflect the personality of your brand and its products. Not only this, colour choice is generally the first element of packaging design to be noticed – and you can see if from far, far away!
Think about it… If you enter a busy supermarket in search of a bar of chocolate, you will instantly recognise Cadbury’s Dairy Milk because of its rich purple colour. Packaging design colour choices are key to driving sales and building brand recognition for your products.
Colour should also be used creatively in packaging design to influence brand perception and emotional connections. Colour choice plays an important role in influencing how your customers feel about your product and encouraging them to make a purchase.
So, where do I start with packaging design colours?
When selecting colours, we will consider competitors and how your product will present itself when on the shelf. We will test your product in context, with the knowledge that your product does not exist in isolation, but instead amongst many others.
We will also ensure the legibility and visibility of your key product information when making colour choices. Your product name, ingredients and nutritional information should be contrasted from the background to ensure all text is readable. After all, accurate information is key to avoiding misunderstandings in your product descriptions.