Phrases such as “feeling blue” or “mellow yellow” aren’t just age-old adages—colors do, in fact, influence our day-to-day emotions. Because of this, many companies in the food and beverage industry carefully use hues that illicit specific feelings, implementing these colors in all aspects of their brands, including physical locations, media, and products. The color on a label may be the deciding factor for consumers. Here is some brief insight into the psychology of colors in label design.
Colors Can Elicit Hunger and Thirst
Businesses rely on many factors to attract customers, and food and beverage companies focus mainly on branding that makes people hungry. Red elicits feelings of passion, and when it’s paired with orange or yellow, a consumer might experience a heightened sense of hunger. You’ll see at least one of these colors incorporated in many of the most popular fast-food chains, such as McDonald’s.
To elicit thirst, beverage companies often opt for vibrant blue and green shades. These calming colors create an urge to drink, especially when paired with red. The labels of bottled water are almost always a calm color of blue, while energy drinks typically feature loud hues in fun patterns. Not taking advantage of color psychology is a huge mistake in designing labels and artwork.
Complementary Colors
Another tactic for maximizing the effects of color sway is the use of complementary shades. These hues lie opposite one another on the color wheel, and they’re very appealing to the eye. Red and green and orange and blue are popular combos, leading many companies to feature these shades on their products. These labels make consumers feel comfortable with family-style foods and drinks, subconsciously leading to a better experience.
Brand Recognition
There’s a reason why businesses pour loads of money into creating brands that stick among consumers, and this costs so much because the process is not that simple. An overflow of drink and food companies are vying for attention in their markets, oversaturating customers’ memories. However, an easy way to make a brand stick is through distinct color combinations and patterns. Paired with a simple logo, these labels are the main attractors for products, especially ones that are newer to the market.
The psychology of colors in label design is quite fascinating, and it’s interesting to discover that minor details can so easily influence our brains. However, this phenomenon allows businesses to find creative marketing strategies to make massive profits.