The importance of colour in packaging

When it comes to packaging, colour is one of the most important components in attracting shoppers. Think red and think of a soft drink - which product comes to mind?

Colour is key for how we navigate in-store. Colour is visible from a greater distance than other elements such as text, illustrations or graphics. It is often the first thing people notice. Colour plays a crucial role in getting your shopper to see what you want them to see, feel what you want them to feel, and to do what you want them to do.

Understanding the psychology of colour is important. The colour of your package needs to stand out on the shelf and should always be tested in this context. It doesn’t exist in isolation but sits among many other products. Choose the colour that will attract the most attention.

Also bear in mind that the amount of shelf space your brand has will determine whether you can create strong colour block to drive sales and make the category more shopper friendly.