Companies aren’t choosing the right colors for their products.
Many companies make the mistake of choosing the colors of their packaging based off their taste preference or what is currently in the market.
Significance of color choices
Consumers are greatly influenced by the color of packaging alone. In fact, based off the Impact of Color Marketing study, researchers found that depending on the product, color accounts for about 90% of a consumer’s judgement. Color also affects for as much as 65% of buying decisions.
One must face the reality that no matter how perfect a product might be, it relies on the packaging to sell it. Color plays a huge role in this decision.
The reason for this is that color registers in consumers’ brains subconsciously and instantaneously. Color not only represents the visual appeal of your brand, but it elicits an emotional response.
Think about popular brands such as Coca-Cola, Target, and McDonalds. 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 understanding the target audience and making sure that every decision is based off what will appeal to the consumer. Too often, businesses will choose the colors based off the aesthetic they hope to achieve or what has been traditionally tried and true.
However, that’s not necessarily the best option. Take T-mobile for instance. While other companies were relying on the same tried and true colors (blue and red), they decided to be bold and represent their brand with magenta.
Their decision showed the world that they’re daring, bold and hip, greatly appealing to a younger crowd. This ultimately put them in the market, serving as a competitor to other top companies such as At&t and Verizon.
T-Mobile accomplished this by creating a brand personality through their color choice. Brand personality is what allows companies to differentiate itself from the others. It gives consumers a sense of who they are as a company. It also gives a sense of authenticity: a characteristic of companies that consumers seek for.
Now that the importance of color choice is established, the next step is how to consider what color(s) to choose. There’s essentially an unlimited amount of options due to the number of possibilities with different shades, tints, and color combinations. Therefore, the process of choosing may seem overwhelming. However, a guide to help this process will be created in a future blog!