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How big of a factor does color selection play in your package design process? From a consumer's perspective, the color of your packaging can greatly, or gravely, impact the decision to purchase your product over your competitors. Buyer demographics like age, culture, gender identity, and global location should all play a part in selecting the colors that will represent your product on the shelf, or on the web.

To say that there is a kind of sorcery and certainly a science to the psychological power of colors... well, that would be a great understatement.

Many car commercials show black as their model, because this certain color is associated with affluence and seriousness. This leads the consumer to believe that the product is worth buying. Even the food and drink industry uses color to attract more people to certain brands. The purple and gold packaging of a certain brand of candy bar is a technique to lure the consumer into believing that this is chocolate royalty, and why would one not want to buy the best of best. Culturally speaking, colors have different values attached to them too. A bride in the western world wears white, where as it is what a widow wears in South Asia."

What different colors mean to your brand identity on the shelf:

Black:

Black represents authority and luxury...

black packaging for authority and luxury

Using black as a main color in your packaging exudes a top-tier product identity. It also represents elegance. Globally, black exemplifies a wide range of emotions.. from trust, to evil, and also mourning. Selecting different colored packaging for different locations may be worth considering when selling globally. Align color selection with your product and its intended retail geography.

May evoke power, elegance, formality, death, evil, and mystery.

May invoke fear and the unknown (black holes).

Sometimes manifests negative connotations.

Suggest strength and/or authority.

Considered a symbol of grief by many.

White:

White represents cleanliness, purity, and simplicity...

white packaging for cleanliness and simplicity

White packaging exudes simplicity in your product. The clean and pure color (or lack there-of) allows for clear and concise messaging, and exudes peace and calmness. White can also induce thoughts of creativity, likened to a white canvas with endless possibility.

To know more about solvent dyes or plastic pigments, go to industrial color manufacturers.