Best Food Packaging Colours That Influence Consumers to Buy

Are you buying the idea that food products sell faster on the basis of packaging and colour? As an effective marketing tool, packaging represents the most tangible aspect of a brand or product. Visual in impact, its colour registers fast and is a factor that affects consumer behavior. If you get the colour of the packaging right, then you significantly increase sales by influencing consumers to pick your product and purchase it. After all, it is the first thing consumers see from across the store, when they reach the aisle, and even before they read the label.

What the experts say

Research done by marketing specialist, WebpageFX, reveal that consumers form a subconscious judgement about a product in less than a-minute-and-a-half of viewing it. Thus, in a span of just 90 seconds, 62-90% of your potential buyers have already formed an assessment based on colour. Reflected by light, color registers even faster than other features like text or graphics.

How consumers behave

As your target market, consumers are susceptible to the subliminal message you send through colour. There is a link between colour and human behavior such that specific colours evoke certain emotions.

The perception of colour influences people, not only on a conscious level but also a subconscious one. When buying a product, 85% of consumers admit that it is one determining factor. Some of them may not be aware of it, but we know that brighter shades capture the interest of kids while lighter, softer shades attract an older crowd.

Best colours for food packaging

RED is a powerful colour for packaging. It reminds you of food that is sweet to the taste like ripe strawberries, cherries, apples, and tomatoes. Creating a physical response, it increases your heart rate, stimulates your appetite, and makes you feel hungry. In the food industry, no one knows this better than brands like Coca Cola and Nestlé.

GREEN is calming and relaxing, not only visually but also symbolically. It is primarily associated with fresh, natural, organic food like plants, vegetables, and dark leafy greens. It symbolises health and wellness, along with eco-friendly products that are safe for the environment.

YELLOW is an attention-grabbing one that makes you feel positive and cheerful. The colour of sunshine, it is speedily processed by the brain followed by the release of your feel-good hormone, serotonin. Thus, reds and yellows are popular choices for food joints like McDonald’s, Pizza Hut, and Burger King.

ORANGE combines red with yellow and is bright and youthful. It sits well with juice, soda, cheese, and cheese-flavoured snacks. Because it stimulates the appetite and promotes impulse buying, it exerts an influence in convenience stores. Whether in packaging or tagging, it denotes affordable items.

BLUE is a reliable colour that seems to reduce your hunger. Since it suppresses the appetite, it is ideal for low-calorie food and diet material. WHITE, on the other hand, leaves the impression of pure, fresh, and clean. Thus, you often see it incorporated in milk, yogurt, cream, and other dairy products.

BLACK and BROWN in food packaging are not as rare as they used to be. Elegant and luxurious, they can be enhanced by touches of gold, silver, and white. Rich and dark, these colours make their best statement in coffee, chocolates, beer, and wine.

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