The Power of Color in Packaging

by Austin Johnson October 25, 2014

There are many factors considered while designing a package; however, color is one of the most important and powerful elements. Color is the first thing someone notices and the last thing someone forgets. It can set you apart from your competition and send a subliminal message to your customer. If you understand color and how people respond differently to different colors, then you can use color to your advantage. For instance, if you’re selling a product that promotes relaxation, you will most likely want to use soft greens, blues and lavenders. These colors give a visual cue of Zen and peacefulness. What if you’re selling a product that is targeted to children? More than likely you will want to use primary colors: red, blue and yellow.

Before designing or even deciding on your packaging colors, do your research. Think about your messaging and who will be purchasing your product. Take a trip to the grocery store, department store, or wherever your product will be sold. What does your competition’s packaging look like? The key to successful packaging is to look the part but also to stick out from your competition.


Austin Johnson
Austin Johnson