Posted by Alimar Private Label on 10/8/2021 to
Education
When it comes to cosmetics, it’s important to consider your packaging color for a variety of reasons:
Grabbing Attention
You want your containers to stand out in a crowd so that people will stop and glance at the logo, even if it’s done unconsciously. This usually involves using at least one bright, eye-catching color, though it doesn’t have to. Make sure you pick an attractive color scheme that will not only grab the consumers initial attention, but will also hold their attention. You want to stand out next to the hundreds of other products on the shelf.
Sending a Message
Different colors have different subconscious associations with various ideas or emotions. For instance, a lot of restaurants will use reds because red stimulates hunger and companies that offer organic or eco-friendly products will often use different shades of green. If you have a message that you want to convey to your potential clients, it is worth looking into color psychology to find the colors that most closely match what you’re trying to convey.
If you want your product to channel elegance, mystery, or strength then black packaging might be the way to go. On the other hand, if you want to showcase the color of the product inside the bottles, then you may need clear packaging.
Brand Recognition
As you build your brand, creating an eye-catching logo is probably high on your to-do list, but not everyone realizes that choosing a packaging color scheme is just as important. Ideally, the packaging color should be pulled from the colors in your logo, but it doesn’t have to be. Whatever you do, you need to be consistent and use that color scheme as much as possible so that people come to associate your business with those colors.
For instance, UPS is famous for its brown trucks and Starbucks is associated with the green from their logo. It will take some time to reach that level of recognition, but it’s good to get started and be consistent as early as possible.
Product Protection
Besides the importance of the container itself, there are also many product benefits of colored packaging. Consumers may erroneously assume the container color is purely decorative. However, the decision to use a tint serves much the same purpose as it does in the glass of car windshields. Adding colors shifts how light interacts with the product inside the container.
Different chemicals respond to photons of light, and when the wrong molecules change and interact, deterioration occurs. More specifically, light causes photooxidation to happen within a container which can greatly compromise a product, if not render it completely unusable. Colored packaging filters, or in some cases blocks, destructive wavelengths of light—specifically blue and UV light, which are primarily responsible for destructive chemical reactions.
