Why You Need to Rethink Cosmetic Packaging Colors

Many cosmetic companies fail to choose the right colors for their products, and many companies are misguided in choosing packaging colors based on taste preferences or current market conditions.

The significance of color selection

Consumers are strongly influenced by the color of packaging. In fact, according to the study “The Impact of Color Marketing,” researchers found that, depending on the product, color accounts for about 90% of consumer judgments. Color also influences up to 65% of purchasing decisions. It’s important to face the reality that no matter how perfect a product is, it depends on the packaging to sell it. Color plays an important role in this decision. The reason for this is that color appears subconsciously and instantaneously in the consumer’s brain. Colors not only represent the visual appeal of your brand, but they also elicit an emotional response. Think about popular brands like Coca-Cola, Target, and McDonald’s. Now, what if their iconic colors changed dramatically? The brand has a completely different feel.

Why is this a problem?

The key to every marketing plan is to understand the target audience and ensure that every decision is based on what appeals to the consumer. Businesses often choose colors based on desired aesthetics or what is traditionally tried and true. However, this is not always the best choice. Take T-mobile for example. When every other company was using the same tried and true colors (blue and red), they decided to go bold and represent their brand in magenta.

The result?

Their decision showed the world that they were bold, daring and funky and greatly appealed to the youth. This ultimately catapulted them into the market as a competitor to other top companies like At & t and Verizon.

Brand Personality

T-Mobile achieves this by creating a brand personality through their choice of colors. Brand personality allows the company to differentiate itself from other companies. It allows consumers to understand that they are a company. It also gives a sense of authenticity: a characterization of the company that consumers seek.

Now that the importance of color selection has been established, the next step is to think about which colors to choose. Because of the wide variety of shades, tones, and color combination possibilities, a virtually infinite number of choices exist. As a result, the selection process can seem overwhelming. However, a guide to help with this process will be created in a future article!