How To Choose a Color Scheme for Your Product Packaging

A graphic design team at a table with laptops and a cardboard box. One person stands while holding color samples.

Choosing a color scheme for your product packaging can mean the difference between catching a potential customer’s eye and getting lost in a sea of products. Color schemes and individual hues have a powerful capability to evoke emotion and convey attitudes that align with your brand. By the end of this guide, you’ll know how to choose a color scheme for your company’s packaging that enhances your product’s appeal and makes it stand out.

Represent Your Product

The colors you choose should reflect what your product does and the qualities you want to convey. For example, greens are associated with calmness and sustainability, while reds stimulate appetite and excitement.

The colors should align with your product’s unique selling points and message. Taking a thoughtful approach is part of packaging design psychology, which many successful legacy brands take advantage of.

Define Your Target Audience

Understanding your target audience can influence your color choices, as different demographics respond to colors in various ways. For example, younger audiences might be drawn to vibrant, bold colors, while older adults may prefer subdued and classic packaging.

Think about the age, gender identity, and interests of your audience as you choose a color scheme. This step ensures that your product packaging resonates with those most likely to purchase your product.

Consider Cultural Significance

Colors have different meanings in different cultures, which can affect your brand’s perception. If your product will be sold internationally or in a culturally diverse market, it’s important to research how colors convey messages to various groups of people. This will help you avoid misunderstandings and create packaging that appeals to a global audience.

Keep Branding Elements Consistent

Consistency in your branding helps customers recognize your products. When selecting a color scheme for your packaging, make sure it aligns with your existing brand colors and identity. For instance, you could match the logo colors or use similar shades.

The consistent use of color builds familiarity, making your product easy to identify on the shelf. The goal is to create eye-catching product packaging that reinforces your brand’s presence.

As you can see, choosing a color scheme for your product packaging includes many things. By following these steps, you’ll create packaging that attracts attention and builds brand recognition.