The Influence of Color on Packaging Design

The Influence of Color on Packaging Design

Color is a very influential part of the subconscious toolbox of packaging designers. It can quickly shake consumers' preferences and affect their brand loyalty. Color psychologist and brand expert Jill Mirton believes that consumers will react to color within 90 seconds of seeing an object. A study by San'enshi colorimeter found that over two-thirds of adult consumers consider packaging color when purchasing products.

For brand owners and packaging designers, the returns brought by color detection tools such as gloss meters, colorimeters, and color matching light boxes are very lucrative. This is also why manufacturers have to go to great lengths to protect the registration and usage rights of product logos and packaging.

For Haitian soy sauce, the red background with white text logo and yellow themed packaging have become their labels, and consumers must pay attention to this type of packaging when choosing Haitian soy sauce. The dark brown transparent bottle allows direct visibility of the product. The advertising slogan of Haitian Soy Sauce is' Truly sun dried soy sauce ', and the yellow background color easily reminds us of the sun. This way, the design of the entire packaging * matches its advertising slogan. During the production and packaging process of Haitian, if only one color changes, whether it is the logo, packaging paper, or bottle, consumers will have doubts. Therefore, the use of color tools such as colorimeters has become inevitable.

In addition, the red logo is eye-catching and eye-catching. In Chinese colors, red represents good luck, celebration, and positivity, and is one of the colors that Chinese people prefer. It can be said that the color strategy of Haitian soy sauce is very effective, partly because this design conforms to the Chinese people's connotation of red. Of course, for other products of Haitian Enterprise, there are colors such as green and orange that highlight product characteristics.

The psychological impact that color brings to consumers is so strong that even without a sense of action, they will still have a reaction. Consumers have even made up their minds to purchase before seeing the brand logo, because the color makes them involuntarily associate it with the brand. Packaging designers and brand owners who value the powerful effects of color can use the power of color as a strategic brand and design planning tool to have a significant impact on consumer brand choices and preferences.

San En Shi collaborated with Haitian Soy Sauce in 2016 to provide color solutions, controlling color quality issues in the production process with low cost and high efficiency, ensuring color consistency and reliability.