When it comes to branding, color is more than just decoration—it’s a powerful tool that influences how people feel about your brand. In fact, studies suggest that up to 90% of snap judgments about products are based on color alone. It’s not just about aesthetics; it’s about psychology, emotion, and strategy.

90% of snap judgments about products are based on color alone.
- Source: Impact of color on marketing by Satyendra Singh - 01 Jul 2006 - Management Decision - Vol. 44, Iss: 6, pp 783-789

Whether you’re creating packaging, a logo, or a full brand identity, understanding the science of color can help you connect with your audience on a deeper level. Let’s explore why color matters and how brands across different industries use it to stand out.

Why color matters in packaging

Packaging is your product’s first impression. The same study by Satyendra Singh shows that up to 90% of snap judgments about products are based on color alone. When people see your product on a shelf or online, color is the first thing they will notice.

Colors evoke emotions. They influence mood, trigger memories, and even affect decision-making. For example:

Blue: Associated with trust, calm, and reliability. Think of banks, healthcare brands, and social media platforms.
Red: Passionate, energetic, and attention-grabbing. Often used in food and beverage to stimulate appetite or convey urgency.
Green: A symbol of growth, health, and sustainability. You’ll see this in wellness and eco-friendly brands.

Choosing the right color palette for your brand isn’t about your personal favorite color—it’s about aligning your visual identity with your brand’s message, audience, and industry.

Color in action: contrasting brands across industries

To understand the power of color, let’s look at how different brands use it strategically to communicate their unique values.

Beauty: Drunk Elephant vs. Fenty

Drunk Elephant: With its pastel colors and clean white base, Drunk Elephant communicates simplicity, cleanliness, and approachability. It’s all about making skincare feel easy and light.
Fenty: On the other hand, Fenty opts for richer tones like deep purples and metallics. This bold palette exudes luxury, confidence, and empowerment—perfectly aligning with its inclusive mission.

Food: Tony’s Chocolonely vs. Cadbury

Tony’s Chocolonely: Bright, contrasting colors like orange, yellow, and green make Tony’s packaging impossible to miss. It signals fun, vibrancy, and boldness while aligning with its ethical message.
Cadbury: The iconic purple of Cadbury is deeply tied to indulgence and tradition. It conveys a sense of trust and heritage, making it feel like a treat meant to be savored.

Drinks:

LaCroix: Known for its playful pastel and neon-colored packaging, LaCroix uses energetic splashes of color to evoke a light, refreshing, and fun feeling. Interestingly, the now-iconic label design was initially the least favored by the management team but resonated most with their target audience. LaCroix’s bright and bold palette makes it stand out as a casual yet sophisticated brand.
Fever-Tree: A premium tonic water brand, Fever-Tree takes a completely different approach with muted metallic tones like silver, gold, and soft pastels. These colors convey sophistication and quality, emphasizing the character of each individual drink. The sleek design reflects the brand’s promise of exceptional products for premium experiences.

How to choose the right colors for your brand

Not sure where to start? Here are some quick tips for building your brand’s palette:

Know your audience: What emotions or values are they drawn to? Colors that resonate with one demographic may feel off for another.
Look at your competitors: Are there industry norms? How can you stand out while staying relevant?
Think about Your brand values: What do you want people to feel when they see your brand? Calm? Energized? Inspired?
Test your palette: Colors don’t live in isolation. Try your palette across different applications—logos, packaging, and social media—to see how it performs.

Final thoughts on the power of color

The colors you choose for your brand aren’t just about looking good—they’re about telling a story. The right palette can attract your ideal audience, set you apart from competitors, and create a lasting impression.

Remember, color isn’t just an accessory to your brand; it’s a fundamental part of its identity. By taking the time to understand the psychology of color and how it connects with your audience, you can create a brand that’s not just seen but felt.

Need help crafting your brand’s visual identity?

Let's chat if you’re ready to take your packaging to the next level and need guidance choosing the perfect palette. Color might just be the key to unlocking your packaging’s full potential.

The power of color in packaging