How to choose cosmetic packaging colors?

Previously, there was a brief overview of why it is important to consider cosmetic package colors (Why do you need to rethink cosmetic package colors?). , this article looks at how to choose cosmetic colors.

Companies overlook the importance of the color selection process. In today’s competitive marketplace, every decision made must have a purpose in order to stand out from competitors. Packaging color is no exception, as it is the first thing consumers think of when browsing the shelves. Package color is essentially the first impression of a brand. It will determine the consumer’s judgment. Here, this could work in favor or against the company. Similar to interpersonal interactions, where people are more likely to feel good and open to others, shoppers will do the same with products that appeal to them.

The main challenge is figuring out how to create the first impression your company needs. To do so, the following points must be considered:

the context
Target consumers
brand personality

Context

Most articles will only introduce the basics of color psychology with the brand (e.g., white conveys purity). However, it is critical for companies to consider industry context before assuming that the color a company chooses will register for consumer pronouns. For example, brown can exude warmth and comfort when packaging chocolate, and roughness when packaging men’s aftershave. Note that colors emit different psychological emotions depending on the context.

Target Consumers

The best marketing plans revolve around truly understanding your target market and what they want. Start by creating a profile of your target consumer. There are a variety of ways to address this, but one simple method is to profile them by demographics (e.g. gender, income, culture, age, etc.). The reasons for attracting a young teenage girl with a nanny’s income may be very different compared to a gentleman making a six-figure annual salary in his 50s.

This is important not only for attracting clients, but also for avoiding repelling them. The meaning of colors may vary from culture to culture. See Brandon Gaille’s example.

Color Meanings in Western and Far Eastern Cultures

While brown and purple have similar meanings, the rest are almost opposite of each other. The important thing to remember is that a company’s color choices should reflect how they want consumers to feel when purchasing a product. The suitability of the color in relation to the product is more important than the color itself. Thus, if a customer is buying a product to feel healthy, a natural color such as green or white may be more popular than red or black.

Brand personality

As mentioned in the previous blog, brand personality is crucial to stand out in the market. A company’s color choices should relate to its logo and reflect its desired image to customers. The company should define the purpose of its products and the type of message to be sent. Examples of such include professional, luxury, affordable, and so on. This is more important than trying to align with stereotypical colors in the industry.