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Colour Psychology in Packaging

In this post, we look at three articles’ insights on the effect of colours used in packaging graphic design.

1. American Profession Guide: Core Principles of Colour Psychology

This guide breaks down how different colours evoke emotions and influence buying behaviour:

  • Red stimulates appetite, urgency, and impulsive purchases—ideal for food packaging or clearance sales.
  • Blue conveys calmness, trust, and professionalism—favoured by financial, healthcare, and tech brands.
  • Green signals nature, health, and sustainability—perfect for eco-friendly and organic goods.
  • Yellow suggests optimism and warmth, drawing attention, though overuse may cause anxiety.

Read the original article here.

2. Packoi: How Colours Influence Buying Decisions

According to this blog:

Up to 90% of first impressions are based solely on colour.

– Colours serve as shortcuts  : neon tones = fun/energy; earthy tones = authenticity; white/minimalist = purity, innovation.

–  Colour influences perceived value  : deep tones (navy, gold) = premium; bright primaries = you get what you pay for.

– It also aids shelf impact and brand recall—think Coca?Cola red or Tiffany blue.

–  Preferences may shift by gender, age and culture   : e.g., men prefer bold blues/blacks; kids respond to reds, yellows; seniors need legible contrasts. However, in recent years, there is a trend towards gender-neutral packaging which emphasizes inclusivity, simplicity, and function over stereotype. Brands are moving away from traditional gender cues like pink for women or black/blue for men, instead opting for:

  • Muted, earthy, or monochrome tones (e.g., beige, olive, slate)
  • Minimalist typography and clean, universal shapes

Summary: Colour Psychology Applied to Packaging

packaging and colour psychology

Plus, consider saturation and shade   – deep or richer tones signal boldness or luxury, while softer/lighter tones suggest nuance, purity, or modern minimalism.

Design Takeaways

  1. Align colour with your brand’s emotional tone and category (e.g., green for eco, blue for trust).
  2. Use colour saturation conscientiously to signal intensity or subtlety.
  3. Factor in cultural and demographic context—colour meanings change across markets.
  4. Leverage colour as a visual shortcut to convey product claims (e.g., pink = sweet, yellow = citrus acidity).

Read the original article here.

3. Specialty Coffee – Packaging Shapes Taste Expectations

A consumer research study from the Science Direct website asked 238 coffee consumers about how packaging colours shape their taste expectations:

Findings showed that packaging colour significantly influences consumers’ taste and flavour expectations due to cross modal associations. The study found that:

  • Pink bags led to expectations of sweetness
  • Yellow bags signalled acidity
  • Black and brown bags were linked to bitterness

These align with established colour–taste associations (e.g., pink = sweet, yellow = sour, brown/black = bitter).

Additionally, flavour descriptors were also colour-dependent: Brown/black suggested cocoa, roasted nuts, brown sugar. Yellow, pink, and blue evoked citrus, floral, and berry notes, respectively

Designers can use these insights to shape consumer expectations through strategic use of colour. Read the original article here.

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