Consumer perception is key when it comes to determining the best packaging design. Color plays a major role in capturing shoppers' attention, particularly for food and beverages. Here is a more in-depth look at why color is so important in packaging design for a wide range of consumer products.
Transparent Color Option
Transparent packaging is often used for food products because studies consistently show that consumers prefer it. They associate it with health. Being able to see the food—such as cheese in transparent packaging—gives consumers a subconscious reassurance that the food is safe. But that doesn’t mean consumers think food they can’t see is unsafe. Transparent packaging serves as visual confirmation that consumers can see the food appears to be safe.
The issue of food quality has become increasingly prominent in this century as consumers seek out healthier options. At the same time, consumers who want to adopt a healthy diet do not necessarily read the ingredient lists or study how foods affect their health. Many of these consumers base their purchasing decisions simply on what appears to be safe and healthy packaging.
When consumers are looking to buy fresh products, most prefer transparent packaging. This claim is supported by a series of studies conducted over the past few decades, including those by Duizer (2009), Venter (2011), and Norgaard Olesen and Giacalone (2018). Consumers like transparent packaging because it allows them to inspect the food without touching it.
A Mix of Materials and Colors
Not only is the color of the packaging important to consumers, but so is the material. In many cases, consumers expect a certain combination of color and material for the packaging. A Turkish study found that consumers who buy cardboard packaging prefer red, green, and white on the packaging. Meanwhile, most consumers who prefer plastic and metal packaging have no particular color preference and do not seem to be as influenced by color.
In general, consumers are not very particular—on a conscious level—about the colors and materials of packaging. But on a more subconscious level, purchasing decisions are partly shaped by long-standing personal associations with colors and materials.
Many people perceive metal as the most durable form of packaging, in part because it is physically more durable in conventional markets. This perception stems from years of comparing metal, plastic, and other materials. People are more likely to reuse metal containers for sustainability reasons than plastic containers, which clearly degrade more quickly.
Leveraging Color Perceptions
Certain colors have universal meanings based on associations that have been instilled in the general public. For example, most people automatically associate the color green with natural images such as plants. But some people, who grew up surrounded by horror movies, might associate green with slimy monsters.
People learn to perceive colors based on their own unique experiences. It can be said that no two people have exactly the same perceptions associated with the color purple. When it comes to food, many people associate light colors with healthier choices. Part of this perception stems from familiarity with existing packaging.
The science of color involves measurements of wavelength and saturation. The human mind does not calculate these measurements but rather associates colors with emotions based on experience. Many people can share perceptions of color because they have had similar experiences and make similar associations.
A recent study (Shen, 2018) found that consumers take longer to make a decision when faced with red labels than with blue ones. This longer response time allows people to give more consideration to the product's features. When the color of the packaging matches the consumer's expectations, they tend to focus their gaze on the object more intensely.
Since most consumers are not scientists who conduct their own research on food safety, it’s fair to say that many rely on information on food packaging to form their judgments about food safety. They may read news articles about food safety, but in most cases, people rely more on their perceptions than on in-depth research.
Packaging designers should note that the color of the packaging can be a major factor in attracting consumers at the point of sale when making a purchase. According to studies by Bix and Venter, shoppers spend more time looking at colors they already perceive as attractive. People are more likely to buy packaging based on color if it matches their perception of the product.
Conclusion
At the heart of many purchasing decisions lies consumers’ perceptions, which are linked to their personal associations with colors. New packaging design concepts are constantly being created, especially when an established brand launches a new product. Through color, packaging designers can communicate directly with their target market, as long as the color scheme is supported by existing collective perceptions.
