5 reasons why color choice is important for packaging

When it comes to branding, the color you choose for your product packaging will influence the way consumers view the product. If we think of well-known companies, the colors of their logos and packaging are important elements in their brand identity. In this article, we’re going to delve into the reasons why color choice is so important for packaging.


  • Different colors impart different emotions: To illustrate this reason, we can take a look at McDonald’s branding. The choice of red and yellow was a deliberate one, as the red triggers feelings of appetite, while also attracting attention. The yellow works to inspire feelings of happiness and friendliness.
  • Product differentiation: Different colors can help to differentiate a brand's products and create a sense of unity within the brand. For example, a beauty brand may use a specific shade of blue for all of its skincare products, or a particular shade of pink for its lip products. This helps consumers to quickly identify the product they are looking for and makes it easier for them to navigate the brand's product.
  • Brand recognition: The use of a consistent color scheme across a brand's products helps to build brand recognition and creates a visual memory in consumers' minds. When a consumer sees the same color scheme used across multiple products, they are more likely to associate it with the brand and recognize it in the future. This can lead to increased brand loyalty and repeat purchases.
  • Shelf appeal: Cosmetic packaging that stands out on the shelf is more likely to be noticed by consumers and can increase the likelihood of a purchase. Bright, bold colors can help to attract attention, while more neutral colors can give a sense of sophistication and elegance. It is important to choose colors that will complement the product and create a visually appealing design.
  • Consumer perception: The color of a product's packaging can also affect consumer perception of the product's quality and value. For example, black is often associated with luxury and high-end products, while brighter colors can be perceived as being more affordable and accessible. Brands can use color choice to communicate the desired image of their products and to appeal to specific consumer segments.


Here at APG, we offer custom packaging solutions, helping your product to appeal to your target market, and stand out from the crowd. Get in touch to speak to one of our packaging specialists.


: custom packaging solutionsBrand identityBrandingColor choices