Emotions are what connect people to brands. One of the simplest ways for a brand to convey emotions is to use color on its products and packaging. A major challenge for packaging designers is choosing the right colors that reflect the emotional intensity of the product’s values. Here’s an overview of how color variables contribute to brand recognition.
Nuances in Color Charts
Colors can be studied in terms of their hue, saturation, and lightness. Hue is synonymous with what most people identify as color. The daytime sky, for example, has a hue that most people call “blue.” People develop emotional associations with colors from a very young age.
Researchers have found that certain colors convey specific images or meanings to a large portion of the population. Studies show that people often associate certain colors with states of mind such as pleasure, excitement, and dominance. According to a 2018 psychology study conducted by Lisa Wilms and D. Oberfeld, the most pleasant hues were blue, blue-green, green, red-violet, violet, and blue-violet. Furthermore, yellow-green, blue-green, and green were found to be the most stimulating hues.
Choosing the colors for your packaging doesn't have to be based on what other companies are doing. The colors should reflect the emotional feel of the product, which will contribute to brand consistency.
Saturation and Brightness
Other important aspects of color are saturation and brightness, which relate to the intensity of the hue. Saturation is related to the concentration of the hue, while brightness refers to the degree to which an object reflects light.
Different levels of saturation and brightness can be explored when developing a new campaign. Professional photographers understand the importance of saturation and brightness levels and how they relate to a photo’s emotional impact. When developing a new brand, it’s often important to avoid replicating color schemes that are overused in the industry. To be perceived as innovative, it can be helpful to choose an unusual color scheme.
Chromatic vs. Achromatic
Another aspect of color is the spectrum of chromatic hues. The term “chromatic” refers to hues such as white, gray, and black. Achromatic hues, on the other hand, are those that contain neither white, gray, nor black. The use of black and white in packaging has both a traditional and minimalist feel, which some people consider modern or futuristic.
Many brands started out with black-and-white logos and have evolved over time to include other colors. It makes sense for a small business to use a black-and-white logo to keep costs down. Three or four colors are enough to maintain simplicity. Black and white combined with other colors can create a powerful and authoritative look.
Familiarity and Consistency
Two of the most important aspects of visual brand recognition are familiarity and consistency. The more consumers become familiar with a brand that delivers consistent results, the more they develop a relationship based on trust.
Conclusion
Color plays an important role in conveying emotions to consumers. This emotional connection can develop over time, as consumers interact with the brand's products. It is important for packaging designers—especially those using metallic materials—to understand the key aspects of color: hue, saturation, and brightness. Each of these variables contributes to the emotional connection that develops between the brand and the consumer.
References
[1] It Looks Like a Toyota: Educational Approaches to the Design of Visual Brand Recognition (2007), by Toni-Matti Karjalainen
