COLOR IN PACKING, OR HOW COLOR AFFECTS OUR CHOICE

An article was recently published in the World of Packaging magazine by our deputy director Grankina-Zolotareva Valeria about the influence of packaging color on the choice of the buyer. With this article you can find on the website of the journal or on our website.

Have you ever wondered how the color scheme of a package really affects your choice? For example, I have long believed that I did not belong to the “victims of marketing” and the color of the packaging does not affect my purchases. But, having analyzed my actions in a store, a pharmacy, I realized how much my attitude towards color was unfair. The role of packaging has changed and now it is considered as key marketing. Since relatively recently, packaging has to perform not only its functional tasks, but also it must be aesthetically appealing. Let’s look at the role of color packaging in our lives.

The role of color in packaging has been studied for a long time by both psychologists and marketing specialists. The color of the packaging has such a powerful influence on our brain that it can completely change our perception of the taste, action of a particular product. In addition, studies show that the design elements of the package, as well as its color, cause excitatory emotions in a person. Large corporations even carry out their own marketing research on how their product will be sold in one package or another. And what do they base on in design? What are the emphasis on? Of course, in color. Most companies use color solutions to attract consumers and increase sales. Plato also mentioned the ideal origin of flowers and spoke of their belonging to different ideas, for example, the divinity of blue, the femininity of yellow, and the virility of red. Goethe also argued that certain colors cause corresponding feelings and singled out two kinds of colors: positive, which cause a cheerful mood (red and yellow) and negative, which cause a more dreary and hectic mood (blue). By the way, it is Goethe who is considered the first who investigated the effect of color on human behavior.
Studies on the effect of color on consumer choice the important role of color packaging in the success of the market has been seen for a long time. Studies and experiments were conducted on this topic, which each time proved this truth. So, in 1976, the company Kupchella released washing powder and presented it to customers in packs, which differed in colors. For the experiment, consumers needed to characterize each powder and evaluate its quality. Of course, they had no idea that the same product was in each package. AAs a result of the experiment, the subjects identified the powder in the blue package as the least effective and such that it possesses the least detergency, whereas the powder in the yellow-orange package became their favorite.

Modern research has already shown that buyers are more likely to trust the packaging and their own judgment than the seller. Many Western scientists have already paid attention to the fact that people, being in abundance of goods in packaging, fall into a state resembling a trance. The selling packaging function is activated at the moment when the buyer experiencing visual stress. Being in the supermarket, the packaging has only a fraction of a second for the customer to notice, because in just half an hour our eyes manage to cover 2000 goods of various kinds. Now I would like to note how difficult the role of the packaging designer is, because he needs to choose the right color scheme, based not only on the attractiveness of the color, but also depending on who she should contact first of all: man, woman, child. Studies on this topic were recently conducted at the University of Manitoba, Canada. It turned out that women often choose pink, red, blue, white, orange, green colors, and men – bright colors: purple, red, green, but more often – blue. What is interesting: a product in blue packaging is often used for less healthy food, and the human brain in a product in such packaging is read as of higher quality. Perhaps the innate commitment of women to warm colors explains more spontaneous purchases from women than men. If you delve into research, then you need to say that Americans prefer red-violet-black colors, adults prefer a range of blue, red and green, introverts – colder and quieter colors, extroverts – on the contrary, warm. People with higher incomes choose mostly gray products blue, green, silver, and people with low incomes prefer bright colors: crimson, red, yellow, orange. Studies using the Lüscher test have indicated that people of retirement age prefer packing with blue shades, and yellow ones cause rejection. Residents of large cities will rather pay attention to the yellow packaging, and among them are popular green and red colors, in contrast to residents of small settlements.

If the packaging has the task of attracting attention, then a red-yellow gamma will be especially useful in this. However, it is very important that the color of the package matches the quality of the product. Luscher in this case gives an example of packing pepper. If it is painted in yellow-orange colors, it will partly convey the properties of the product, but such packaging is unlikely to be acceptable for cosmetic products.
Screaming diversity of packaging is aimed at the general population, at a more economical price segment. More restrained, elegant colors, designed to inspire respect for representatives of the higher strata of society. When shaping the packaging design, it is necessary to take into account cultural and gender factors. I would like to note how different the approach to the design of cardboard packaging in Europe and Eastern countries. It’s all about culture. If it is important for European manufacturers to create elegant and attractive packaging, as an element of the continuation of the product, in Japan a slightly different attitude towards it was initially formed. In Japan, it has long been thought out much more carefully than in any other country. Here, even pharmaceutical packaging is an offering ritual and, according to centuries-old traditions, is an expression of the producer’s respect for the consumer. And, of course, every element of packaging and color solutions are thought out to the smallest detail. In Asian countries, Colombia red in the package is preferred. In Malaysia: blue, black, pink, white, red and green. In Brazil, they prefer pure light shades. And in the West, the favorite color of the majority of the population is blue, which, by the way, is not applicable for East Asians. Here he is perceived as cold and is associated with evil and even bad behavior. Therefore,
if a company enters the international arena, it is worth exploring the cultural specifics of color perception before starting marketing campaigns. Certain colors may carry a negative value in certain cultures. Also Max Luscher, advises to take into account local specifics associated with age and type of activity of the population. So, warmer tones in the package will take young and dynamic people.

Recently, a senior lecturer in the communications department at Cornell University (USA) did his own little research among his students. He asked them to imagine that they were at the cashier and very hungry. In front of them lay two sweet identical bars, but one was in red packaging and the other in green. The subjects found that green was more useful and chose it. Later, he conducted a similar online study involving 39 people. Now he offered a white or green bar. And again, the green bar took over and even among those consumers who were serious about healthy eating.

Appearance packaging can also be used to engage the consumer in a healthy lifestyle. “Many food companies, either on their own, or because of the nature of the legislation, are trying to show that their products have less unhealthy, harmful ingredients (such as salt, sugar, fat) than they actually are,” says Charles Spence. Professor of Experimental Psychology at the University of Oxford. “Accordingly, they all go to different tricks to trick the consumer.”
The subject of the influence of packaging on human taste is so occupied by scientists in London that they conducted their research on the definition of what color is perceived by the buyer as sweet, which is certainly interesting to marketers. Thus, studies have shown that products wrapped in red packaging seem sweeter than those packed in green. The blue colors on the packaging in the eyes of the buyer make it more salty than green.

Yellow, blue, red …
Color can affect the psychosomatic state of people. And this property is often pharmaceutical companies try to use when developing packaging for medicines. Not so long ago, studies were carried out concerning the color in the cardboard pharmaceutical packaging. The researchers provided the subjects with 16 packages of painkillers produced by well-known pharmaceutical companies. In addition, the subjects were familiar with the product. Experimental packaging was provided in different colors (yellow, red, blue, green), shapes and using three different fonts. The name of the manufacturer of the subjects did not know. On the packaging was only indicated the origin of the company (domestic or foreign company). The material and size were identical for each package, just like the information about the medicine. Subjects were asked to choose the most preferred package for them, then the next one. Finally, all 16 packs were evaluated. So, the picture of the results arose before the researchers even earlier than they expected.

Yellow and red colors turned out to be “undesirable” for those tested in the design of pharmaceutical packaging. In the comments to the yellow, the subjects added: “Yellow is like price tags”, “It seems that marketing people want us to buy a brand, because the packaging is bright”, and “Yellow is chosen because they are trying to get people to buy a product because (consumers) they see nothing but him. ” The subjects also said that in real life they would also be the first to mark the products on the shelves of red and yellow colors and, most likely, they would also not like it. The verdict of the yellow package turned out to be as follows: it is joy, flashy color, honey and lemon, not suitable for
painkillers, treats. By the way, yellow packaging is most in demand in the winter.

Positive comments related to red were as follows: “Red attracts attention”, “Red is a radical color” and “Red is good in emergency situations”. Also, a very small percentage of people identified, but it is important for marketers: red praised for the fact that the packaging in this color is very different from other nearby packages and makes them faceless. It was also noted that red is not suitable for painkiller packaging, as it is associated with pain. “If you have a headache and you want to have something that relieves pain and eliminates it, then you will not want to have something that reminds you of blood and pain,” or “If you need to put something in your throat to get rid out of pain, then red is too burning color and does not bring it back to normal. ” Thus, the red color is defined as too active a color for medicine. But at the same time, the medicine in the red package, according to consumers, saves from pain faster than yellow. But if consumers choose cold medicine, they will choose the yellow package, as it is often associated with lemon and honey. Red color packaging verdict: attracts attention, pain, blood, not phytomedicine, is too strong, cures, effective, wound healing occurs much faster under the influence of red color, however, coordination of movement is significantly deteriorated. Since the red tones, according to scientists, cause an increase in the pulse and encourage purchases, marketers pack candy, juice, cigarettes, deodorants in a given color.

Recent studies have shown that drugs designed to improve tone are best sold in packs of red, orange, and yellow. These products are perceived by consumers as the most effective. Also, red packaging is popular among people with heart disease. Speaking of the above colors, it should be noted that marketers are not in vain choosing these colors for packaging. The fact is that these colors excite the human brain, excitement, in turn, enhances impulsivity. People spend less time thinking and discussing, and they are more likely to act impulsively make spontaneous purchases. But blue, green and purple colors reduce such impulsiveness and give time to think about their desires.

 The drug in the blue package was in the opinion of the subjects the most effective and high quality. By the way, and it is best suited for packages of sore throat in their opinion, and also it is always more fresh than the others. So, blue packaging: fresh, trustworthy, cool, soothing, effective and strong. In general, light blue and blue, due to its calming effect, is often used by pharmaceutical companies. In this way, they manage to gain the trust of consumers. BUT food product manufacturers are encouraged to pack products in white and blue packaging, since such a product is very popular compared to the same product in green and white packaging.

A package made in green will be able to attract less consumers than a package of previously reviewed colors. So, the green color on the package conveys an unreliable impression: “Compared to red and blue, green becomes a little unreliable.” Green consumers associate with herbs, traditional medicine, light healing effects. Green packaging: unreliable, pain-free, sedative, positive color and neutral attitude. For medicines that have a sedative effect, the packaging is perfect in green. By the way, dark green packaging is in great demand among women of average age who have problems in self-realization.

Medical antiallergic drugs need to have a calming effect, so it is advisable when developing packaging to focus on dark blue and purple colors. Thus, the patient, looking at the package, will already feel some kind of emotional support.

Color pharmaceutical packaging

Scientists from Kawasaki and Yamaguchi studied people’s brains and color perception using an electroencephalogram. This method proved that physical actions can be influenced by a subconscious choice made before making a conscious decision. In this study, upon presentation of pairs of flowers, certain areas of attention of the subjects were activated if there was a favorite color among the flowers. Simply put, unknowingly a person focuses attention on a favorite color before consciously paying attention to it. This information refers to the fact that the subjects chose certain colors and could not explain their choice.

They answered only: “I like this color”, “The red packaging looks beautiful”, “This packaging suits me in color” and so on. Most suitable for pharmaceutical packaging: blue colors that transmit peace to our brain; the combination of blue and gray, blue and brown – relaxation and tranquility; the combination of blue and green – accuracy and consistency; the combination of green and red – authority, solidity, activity, activity; the combination of yellow and brown – complete safety, life without problems. The combination of blue and red looks good – harmony and emotional satisfaction with life, optimism. Designer Nicholas Caro notes that the combination of these colors on the package is positively perceived by people in whose soul an internal struggle of opposites takes place – children in the puberty period, active youth, aimed at success, and so on. By the power of attracting flowers to yourself, you can put them in the following order: orange, red, yellow, green, blue and purple. The most successful is the design, where on a white background stand out red, green, blue or black colors. Not all together, of course, but one to choose from. Then white color is used mainly as a background, which enhances the purity and expressiveness of another color.
A general recommendation on the creation of color solutions for packaging may be to refrain from excessive color, from combining incompatible colors.

Color psychology is one of the most interesting and at the same time controversial aspects of marketing. Basically, the perception of color on the package is quite subjective and controversial due to differences in cultures, upbringing, gender, gender, traditions, and so on. However, there are some basic tendencies and similarities in color perception that researchers have been able to grope with and, thus, giving marketers a chance to win customer loyalty. The color of the packaging is the first thing the customer pays attention to.

The effect of color on the consumer by 70 percent determines the willingness to purchase a product. And that is why the choice of color packaging designer plays, if not important, then a crucial role.