The Psychology of Beverage Packaging: How Design Influences Our Choices

Studies show that 85 percent of consumers base their purchasing decisions on color. There’s no denying that color theory plays a big role in beverage packaging design, with each hue having the ability to evoke a specific emotion. In turn, those emotions can shape perceptions and choices on the part of consumers. Color is a powerful tool in the arsenal of any company looking to cement their brand identity and form lasting impressions in the minds of their customers.

Color Theory: The Basics

When it comes to color theory, there are three main factors to consider:

• Hue
• Value
• Intensity

Warm colors such as orange, red, and yellow make people feel happy and energetic, but may also evoke feelings of anger. Cool colors such as green, blue, and purple bring a sense of calm, yet can also make people feel melancholy. It’s important to carefully consider color in your beverage packaging so you can be sure you’re sending the right message. 

Color Harmony

Analogous colors sit next to one other on the color wheel. They complement each other well together and offer a pleasant gradient effect. For example, you may want to choose shades of orange, red and yellow to sell a tangerine-flavored drink.

Matching Color to Mood

The colors you select for your beverage packaging go a long way in selling your particular drink.  With each color having its own set of associations and emotions, you must align your packaging with the mood you’re hoping to evoke in consumers. Here’s how various colors shape perceptions:

1. Red: Bold and vibrant, this color represents energy and excitement, great for beverages that incite passion and enthusiasm (i.e., bold fruit-flavored beverages or fiery energy drinks).
2. Yellow: This color symbolizes sunshine and positivity, bringing clarity and optimism to any interaction. Because sunny yellow packaging on your beverage evokes feelings of freshness, this color is great for citrus juices or revitalizing energy drinks.
3. Orange: Exuding confidence and joy, orange radiates warmth and vitality that’s just plain fun and playful (i.e., zesty summer drinks or refreshing citrus blends).
4. Green: Representing nature’s lushness, green symbolizes health, growth, and vitality. Green packaging speaks to freshness and wholesomeness, so choose this color for natural juices, organic health drinks or herbal teas.
5. Blue: This color evokes a sense of tranquility and calm, so use it for packaging that is associated with relaxation and hydration (herbal teas, refreshing mineral waters).
6. Pink: With femininity and elegance at the forefront, pink beverages bring a sense of grace and beauty perfect for light floral teas or rose-infused drinks.
7. Purple: This color is rich and luxurious, associated with indulgence and exclusivity. Use it for packaging for premium wines, antioxidant-rich superfood blends, and grape juices.
8. Brown: This color brings about a sense of warmth, authenticity and wholesomeness, so use it for artisanal coffee blends or chocolate-infused drinks.

In the end, color forms the foundation when conveying your brand identity to consumers. Choose carefully and you can win over the hearts – and wallets – of your customers.

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You’ll be treated to lots of beautiful packaging when you place an order with us, with each beverage capturing your attention in beauty and description. Take a look through our site or call us at Beverage Universe to place an order.