The old adage "a picture is worth 1,000 words" is only partly true." In reality, it's the colors that do the most talking when it comes to images, including label artwork. When consumers' eyes dart across the various products situated on retail shelves, they aren't going to be picking up minute details in pictures. A vibrant color, though, may very well catch their attention. Because one set of colors may speak to one consumer demographic yet fall on the deaf ears of another one, product manufacturers should keep their target audiences in mind when choosing color combinations for their label designs. As Pallasweb notes, young people tend to be drawn to vibrant and strong colors. However, the same palette may effectively turn away older consumers, who find it to be too garish. Moreover, individual colors can evoke a range of emotional responses, sometimes in the same consumer. For example, red is typically tied to passion, violence and aggression. Blue, on the other hand, is linked to loyalty, security and conservativeness. Manufacturers need to keep these connotations in mind as they work with their graphic artists to create their product labels.
Do You Know Who Your Label Colors Are Talking to?
This entry was posted on January 24, 2012.