How Colors Influence Your Purchases
The average package on the supermarket shelf has only about one-seventeenth of a second to attract your attention. After that, the design, the color, the words and -- oh, yeah -- the product have to interest you enough to put it in your cart and buy it.
Color is one of the primary tools that package designers use to grab your attention. Reactions to color tend to be emotional, rather than intellectual.
On your next shopping trip, see if you react the way most shoppers do to packages using these colors:
Red packages and large, red brand names make your heart beat faster and increase adrenaline flow. Red communicates power and vitality and stimulates a desire to conquer.
Yellow is the most visible color -- the reason it's used on road signs. Yellow also makes packages look larger. It makes us think of the sun: warmth, happiness and often "newness." Yellow is also used to convey a cut-rate image and, if not used properly, can detract from a product's perceived quality.
Blue implies cleanliness and purity and induces thoughts of sky and water. It often conveys feelings of serenity, confidence, knowledge and credibility (remember that the next time you have an important meeting).
Green used to imply spoiled food, so marketers avoided it. Today, green is used more often than other colors because it represents natural and healthy things, like trees and meadows.
White makes us feel fresh and light and is often used on diet or lower-fat foods. It's also associated with dairy products (especially milk) and so implies freshness and purity.
Black looks elegant and sophisticated. Manufacturers use it to imply a sense of class and quality