9 Packaging Color Codes & Their Impact on Consumers

Before diving into the marketing world, getting to know your audience and how they make decisions is important.

It may seem like a no-brainer that people will choose the product that gives them the best value, but other factors can influence purchasing decisions.

In the crowded supermarket aisle, it can be difficult to make your product stand out from the rest of the crowd. To capture shoppers’ attention, you’ll need to carefully consider what colours you use on your packaging and branding, including the colour of your business logo, website design and marketing materials.

Research indicates that certain colours evoke specific emotions from consumers, which can influence their purchasing decisions. Let’s look at some specific examples and explore how different retail packaging colours impact consumer behaviour in real-world situations.

The psychology behind choosing a product

Studies have shown that different colours can evoke different emotions in people, impacting their purchasing decisions.

For example, research shows that blue is associated with dependability and calmness, while yellow evokes happiness and confidence.

Have you ever wondered why companies choose the colours they do for their product packaging? Turns out, there’s a lot of psychology behind it.

So what does this mean for your company’s marketing efforts? Let’s find out:

How colours can evoke certain emotions

Many people will gather as much information as possible before buying something, but they purchase based on their emotions.

A bunch of studies have demonstrated how colour can affect emotions – both positively and negatively. It’s called emotional branding, which has some benefits.

For this reason, people subconsciously form judgments about products simply by seeing the packaging, even if they know nothing about the product. That influences purchasing decisions.

Tell people to picture burgundy. They’re likely to picture expensive, refined cloth. Tell them to imagine black. They’re more likely to imagine an expensive, sophisticated fabric.

If they see green, they think environmentally conscious. If they see blue, they’re inclined to trust. So using colour to evoke a positive mood, consumers are more apt to make purchasing decisions.

1. White

Most people would say that white means purity, cleanliness, and simplicity. And they would be right. But there’s more to it than that.

White is also the colour of perfection and new beginnings. So when it comes to product packaging and design, using white can give your product an air of sophistication and refinement. Plus, it can help your product stand out on store shelves.

But beware: Too much white can make your product look sterile or unapproachable. The key is to find the right balance for your brand.

2. Black

In colour psychology, black is often associated with power, mystery, and sophistication.

Regarding packaging, black can give your product an air of sophistication and luxury. But be careful – too much black can make your product look unapproachable or even ominous.

The right balance of black can give your product an aura of exclusivity and sophistication.

3. Red

Red is the colour of excitement and energy, so it’s no surprise that it’s often used in product packaging to grab attention and stand out on store shelves.

But did you know that red can also subconsciously impact our emotions and behaviour? Studies have shown that red can increase our heart rate, breathing rate, and blood pressure and make us feel more aroused and active.

So if you’re looking to add a little extra oomph to your product packaging and labels, consider using the colour red!

4. Purple

The colour purple is often associated with royalty, luxury, and wealth. As it turns out, these associations can impact consumer behaviour.

A study by the University of Georgia found that shoppers were willing to pay up to 10% more for products packaged in purple.

Another study revealed that people rated the food as tasting better when the packaging was purple than in other colours.

5. Yellow

There’s something about the colour yellow that just makes people happy. It’s been proven to be the most visible colour from a distance, so it’s often used for traffic signs, construction workers’ vests and effective site management.

In food packaging, yellow is considered a cheerful colour because of its association with happiness and energy. Yellow is also the easiest on the eyes, which may make consumers feel more relaxed when they’re eating their favourite foods.

Foods such as lemon juice, eggs, bananas and corn are all common examples of products packaged in this hue.

6. Green

Most people associate the colour green with nature, health, and relaxation. Regarding food packaging, green can convey healthy and organic food qualities.

Studies have shown that green can have a calming effect on people, which is why it’s often used in hospitals and doctor’s offices.

It can also indicate that a product is eco-friendly or sustainable. 

7. Orange

In the world of food packaging color codes, orange is often used to convey a message of health and vitality.

And it’s no wonder – studies have shown that orange is one of the most visible colours, making it great for catching the eye on store shelves.

But orange can also be associated with cheapness and artificially flavoured products.

So if you’re considering using orange for your product packaging, ensure it fits with the overall image you’re trying to convey.

8. Blue

Blue is often seen as a stable and trustworthy colour, which is why it is frequently used in corporate branding awareness and packaging.

It can also create a feeling of safety and security, which is why it is often used in medical packaging.

However, blue can also be seen as cold and uninviting, which is why it is not always the best choice for food packaging.

When choosing a colour for your product packaging, consider what message you want to send to your consumers.

9. Brown

Most people see brown and think of the earth, nature, and organic products. Brown can also be seen as stable, safe, and trustworthy. Brown packaging may not be the most exciting, but it can convey a message of quality and durability.

When it comes to food packaging, brown can give the impression of healthy, natural ingredients. For example, think of a chocolate bar wrapped in brown paper.

This type of packaging can also make limited-edition products or regular products seem more rustic or hand-crafted.


While it may seem small, the product’s packaging color codes can greatly impact consumer behaviour.

Certain colours can convey different messages and evoke different emotions, so choosing wisely is important.

If you’re not sure what message you want to send, consider consulting with a marketing or branding expert.

Ultimately, the right colour can help you attract attention, stand out from the competition, and boost sales.

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Post Author: Abimbola Joseph

Abimbola Joseph is a creative content developer who derives pleasure in encouraging individuals to be the best they can be in all relevant facets of life. She believes that we all have a better version of ourselves which can be leveraged to impact others and make the world a better place. Connect with me on Instagram @abimbolajoe.

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