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How Color Psychology Works in Product Marketing


Colors have impact on shopping!

Studies related to the human mind have numerous applications in marketing. Despite bringing a great advantage to companies due to their power of persuasion of customers, many organizations do not modernize their dissemination methods and ignore new techniques based on these studies. One of them is color psychology.

One needs to analyze the sensations caused by different shades, demonstrating that each one of them has a great influence on consumption. When creating the design of your products and the entire visual identity of your company, it is very important to take all the details into account, and the intelligent use of each color is essential.

So that you can use this technique efficiently, we will talk a little about color psychology in this post. Check out!

How does the color theory work?

According to the German Johann Wolfgang Von Goethe, creator of color theory, the perception of tones can be different for each person, however, the sensation provoked is always the same. Red, yellow, and orange, for example, provoke excitement and dynamism, while blue and purple bring tranquility.

The application of colors in advertising design, in addition to its functional character (it is easier to read black on white, because of the contrast), also seeks to arouse these feelings in your customers. Quieter places, like spas, use calm colors, while party houses use warmer colors.

What does each color mean?

Color psychology is an extensive study and is filled with detailed observations on the effects of each hue on the human brain. But for initial contact, a more practical relationship is enough for you to use in your professional day-to-day. Here's a summary of the meaning of each color and the feeling it brings:

ColorMeaning in Psychology


passion, fury, violence, hunger, all kinds of intense sensations


good mood, energy, balance


joy, relaxation, happiness


contemplation, peace, patience, milder and lighter emotions


healing, perseverance, nature


sensuality, nobility, mystery, transformation, the color of discoveries


How big businesses use colors to attract customers?

How are we going to put this knowledge into practice? Perhaps you can learn a little from some well-known examples in the market.

The McDonald's restaurant chain and Coca-Cola are brands that have adopted red in their visual identities. This color brings the idea of ​​dynamism and intensity, that the product encourages the body to work. In addition, red is desire, thirst, and hunger, sensations that increase consumption. The entire design of food packaging and point of sale contributes to this result.

On the other hand, Dell, IBM, and Facebook are blue marks. Blue seeks to convey tranquility and confidence. The three companies, because they are linked to technology, cherish the feeling of security of their customers, whether entering their stores, talking to attendants, or just using their products.

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How does color psychology apply to packaging?

Most of the time, the customers' purchase decision takes place when they sees the product on the shelf. It is this factor that reinforces the persuasive power of the packaging. Not every purchase is purely out of necessity, feelings and desires are taken into account when deciding to pick a product off the shelf and take it home.

For this reason, packaging has long ceased to be a mere coating to protect the product. Nowadays, we can say that it has abandoned its secondary role and has become crucial in determining the sales volume of an item.

However, for color psychology not to have a reverse effect or simply stop working, you need to know your target audience and the emotions you want to convey to them. When we talk about food, for example, the tone of the packaging should convey the feeling of hunger. A bath product kit can have calmer colors, which refer to the relaxation brought by the water.

Understanding what your customer is looking for will help you apply the right shades so they can find the answer in your products. However, it is worth remembering that maintaining quality is essential so that satisfaction accompanies him during consumption, and not only at the moment he makes the purchase.


What is the real influence of packaging on the consumer's shopping experience?

Let's imagine that packaging can be the customer's first contact with your brand. It is how the product will “talk” to them and convince that it is the best option among the competitors. Thinking in this way, it is easier to understand the important role it plays in sales success. This can occur both in physical spaces and on social media.

For this reason, we must consider that the package is a set. It needs to effectively protect the product and bring relevant information. However, for the consumer to reach the moment to evaluate these two questions, something needs to call his attention so that he takes the item from the shelf - that would be the function of color psychology.

A packaging that is too “dusted” can cause disinterest, while a mix of strong colors makes it look “polluted” and visually uncomfortable. Hence the importance of knowing a little about the subject to make the correct application.

Creating a package demands research and creativity. Trying to copy something from a successful competitor isn't always going to guarantee success for you too. Often what counts is originality. A good solution is to hire a company specialized in the development of packaging, which will be able to guide you on the correct application of colors and other elements that make the product attractive to the public and with professional quality.

As you can see, color psychology is present in every moment of our daily lives. How many times have you not brought items home, even though you were just out for a walk? Think that your client works the same way and it's up to you to provoke that desire in them.


© 2022 Hamza Hussaini

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