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All About Color
Jackie Van Buren

Everyone today recognizes the effect that color has on our lives. From the clothing we wear to the message that calls out to us on the supermarket shelf to the moods that we create in our surroundings, color is a persuasive and pervasive communicator. It is the most effective of tools – energizing, entertaining, soothing or aggressive.

Did you know that a lasting color impression is made within ninety seconds and accounts for 60% of the acceptance or rejection of an object, place, individual or circumstance? Because color impressions are both quickly made and long-held, decisions regarding color can be highly important to success. (The Power of Color by Dr. Morton Walker) You will want to ensure that colors match the message you are trying to communicate to your audience.

Here are some more facts and theories from the Wagner Institute for Color Research that might help in your decisions on color for your packaging:

Favorite Colors of American Consumers:

Blue
Red
Green
White
Pink
Purple
Orange
Yellow

According to Dr. Wagner, colors can be categorized as either a classifier” or “declassifier” for marketing purposes.

“Classifying” colors narrows the appeal of a particular product. They can elevate the status of a particular product of narrow the market for a product.

Forest Green- generally signifies “the best” and raises the price of goods
Burgundy – It has the same or similar results when used as Forest Green
Bluish Reds – appeal to women
Yellow Reds – appeals to men
Blues – tends to make people eat less

“Declassifying Colors” broaden the scope of a particular product because of the broad appeal of the colors. They can also “cheapen” a product.

Orange – draws attention, is informal, and indicates that a particular product is suitable for everyone. It can also make an expensive product look less expensive. Orange has the highest acceptance in the youth market – the ‘in-your-face’ color.
Yellow – the color that call attention the fastest. It also indicates cheapness and a temporary quality. Splashes of yellow are cheery, but a mass of yellow can produce anxiety and cause temper to flare.
Red – makes people unaware of how much time is passing. It makes food more appealing and inspires people to eat more. It is bold and daring and grabs attention.
Gray – tend to move product up the socioeconomic ladder.

Colors tend to ebb and flow – a cyclical patter of intermittent popularity … Mauve is “in”, mauve is “out”. What make a color popular? Designers and color forecasters are tuned to current events that shape public tastes. But that is only part of the answer to this question. Among the most influential issues, role models or creators that are currently influencing consumer color trends are”

TV – watchful eyes observe what the stars are wearing and where they are shopping

FILMS – moviegoers again observe what the stars wear and what colors are popular. Because home videos prolong the shelf life of the film and colors remain featured in the marketplace.

MAGAZINES –Fashion magazines have traditional been the arbiters of style and color. Trends are interpreted internationally and carry over to our homes and the products we buy

SOCIAL ISSUES – The public is concerned with the environment. When we are genuinely concerned with a universal problem, the colors associated with that problem are subliminally with us. We become more open to earth tones when we are concerned with the environment

MASS MARKETING MERCHANDISING – Huge chains display the newest colors in a very appealing, well-organized way. They simplify color coordination for the consumer

Sometimes colors become popular due to an unforeseen event (i.e. yellow during the Gulf War because of the yellow ribbon, a symbol of hope and optimism.)

The roving consumer eye is notorious for seeking novelty. A “new” color of colors used in unique, fresh combinations will get the consumer to pay attention, no matter how the color became popular.