Extensive research has gone into researching the effect color plays on the emotional psyche of consumers during the purchasing process. In order to hone in on consumers during the critical moments before they make a purchase graphic designers must elevate their feelings for the product. The value of emotional marketing in business is not to be overlooked. Color triggers emotion, emotion triggers purchasing and purchasing triggers success in marketing.
When creating a label it is important that designers account for the way consumers react to different elements of design, including color, as a trigger in their purchasing decision. The emotional response seen by different colors is not only influenced by a consumer’s personal preference but also cultural influences as well. Consider how our western culture perceives the colors pink and light blue or red and royal blue when used in combination of one another. In the first example, pink and blue, instantly most consumers will draw up images of baby boys verse baby girls where as in the second example, red and blue, most often when used in conjunction will draw an image of hot and cold.
From the above it can be gathered that certain colors have certain emotional expectations. Below is a summary of what emotions are associated with certain colors. Remember that this changes as colors are used in combination with one another as well.
Red: The color red is often thought to evoke the emotional response of warmth, heat and fire. Think about the color red; what image pops into your head? Did you see a fire engine, a camp fire or something else? When designing a product label, designers often use shades of red when looking to elicit a high energy, intense response. The color red is powerful.
Blue: Blue is often seen as a color that resonating emotions of stability, serenity and
stillness. When thinking of the color blue what imagery comes to mind? Do you see floating clouds, waves, water or other strong, masculine images? Blue tones and shades often evoke emotional responses of cleanliness, intellect and consciousness. You will often see blue in labels and marketing materials promoting airlines, banks, vacation locations, retreat spas and bottled water.
Yellow: If a designer is looking to promote energy, happiness and enjoyment then yellow if the color that they will choose. When yellow is used in labeling the emotional response is general cheeriness. When used in labeling yellow stimulates hunger, freshness and order.
Green: When a product wants to come across as eco-friendly, health conscience or natural label designers will choose shades of green. Green shades are often emotionally linked to the harmony that is seen in nature. When advertisers seek to convey natural products, eco-safe, or environmentally friendly they will use green in their label design.
White and Black: The two most basic colors in the spectrum of advertising are black and white. White is a clean color that shows purity and innocence. When used as a design element it is considered a new beginning or sterile space. It is often used to promote medical cleanliness. Whereas black is more elegant, formal and a color often seen in mourning. When used with bright colors the black makes the colors pop.
At Anchor Printing, we take pride in offering our clients cut & stack labeling, pressure sensitive labels, roll-fed labeling, shrink sleeves as well as flexible packaging options. Contact us today at http://anchorprinting.com for all of your product label design, printing and packaging needs.