The psychology of color plays a huge role in packaging design. How the psychological meaning of the colors in your design are perceived will be determined can be a powerful tool in drawing in your target customers. The list below gives a brief overview many of the psychological affects of colors in packaging.
| Red |
- Creates a feeling of energy and excitement.
- Dark reds and purple-reds appeal to upper class markets.
- Light reds and orange-reds appeal to middle class markets.
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| Orange |
- Creates a sense of adventure, optimism, trustworthiness, and self-confidence.
- Increases the viewer's appetite.
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| Yellow |
- Conveys a feeling of innovation, fun, and joy.
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| Green |
- Implies harmony, security, wealth, and growth.
- Suggests an organic, healthy, and safe product.
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| Blue |
- Suggests trust, honesty, strength, unity, and purity.
- Dark blue is professional, serious, and conservative.
- Light blue is used for softer or creative products.
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| Turquoise |
- Associated with medical, health, and cleaning products.
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| Purple |
- Implies luxury and extravagance.
- Used for unique and modern products.
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| Pink |
- Creates feelings of femininity, beauty, and youth.
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| Brown |
- Earthy, natural, and warm associations.
- Used for packaging of organic products for its unprocessed look.
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| Black |
- Implies elegance, mystery, and intimidation.
- Used for products that are associated with nightlife and social activities.
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| Gray |
- Conveys feelings of neutrality, seriousness, and indifference.
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| White |
- Suggests a safe, unadventurous, reliable, and conservative product.
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| Gold |
- Creates an appearance of expensiveness, luxury, and high quality.
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| Silver |
- Implies elegance, sophistication, and hi-tech qualities.
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