Colors are more than just visual cues — they can evoke emotions in consumers and completely change how they feel about specific products and services. As a KISSmetrics report indicates, 93 percent of customers judge products by visual appearance, compared to the 8 percent and 1 percent, respectively, who go by texture and smell. Additionally, 85 percent of customers say color is one of the primary reasons they purchase a product. Colors can also become associated with specific brands. Four out of every five consumers say that vibrant colors help them remember brands. When designing labels, businesses should place special emphasis on color selection. Colors such as orange, red and royal blue tend to catch the eye of impulse shoppers, while navy blues and teals are more likely to attract budget shoppers. Labels should reflect their product's target audience. Colors are the most basic elements of label design. After these are established, businesses should figure out what images, logos and copy they want to include on the package. It's crucial that all four elements work together to create the best first impression on shoppers.
Color Me Surprised: The Importance of Color in Label Design
This entry was posted on September 21, 2011.