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While it may be tempting to choose your favourite colour for your brand, you need to carefully consider the colour you choose for corporate branding. Why? Well, colour has an extremely powerful role in the wonderful world of marketing and business. Colour is vitally one of the most persuasive aspects of your brand.

Colour affects whether a customer will be attracted to your product. If it doesn’t appeal to them, they will not engage with it at all. A distinctive brand identity will draw people in and, once your company is established, consumers will choose your product regardless of the packaging. However, you’ve got to build that reputable status first.

Take Coca-Cola for example. This biggest-selling soft drink is renowned for its red and white logo. In fact, these two colours are synonymous with the brand.

So, what do these colours, along with others, mean?

Red

This striking colour evokes passion, power and excitement. It’s no coincidence that many global companies, such as CNN and Virgin, use red to market their brands.

Red is extremely eye-catching so if you select this colour for your brand, your packaged products are certain to stand out on the shelf.

Red continues to dominate the food marketing industry as the most universally confident colour, therefore it can be used to your advantage if you’re in this industry, particularly as it triggers the appetite.

 

Orange

Orange generally symbolises warmth, friendliness and honesty. If you think about the companies that use orange for their branding, such as Firefox, Soundcloud and EasyJet, these are trustable brands which are used daily.

When it comes to using the colour in food packaging it’s typically associated with hearty and satisfying foods, which you know you’ll enjoy.

 

Green

Green is typically associated with health and wellbeing. It’s the colour of nature so there’s no real surprise that it is linked to environmentally friendly products.

In the food industry, the colour suggests organic and goodness. Brands such as Yeo Valley and Whole Foods make playful use of this perception; you know you’re buying foods in their most natural state just from looking at the colour of the branding in the supermarket.

 

Blue

Blue tends to be perceived as inventive and trustworthy. Look at Facebook. This clever, online social networking service is a huge success, with an impressive 1.49 billion monthly active users.

In the food packaging industry, blue is an especially popular choice of colour for snack foods. Why? Well, universally blue is the most liked colour by both males and females therefore they may be more likely to be drawn to this striking colour when looking at snacks.

 

Purple

Recognised for being luxurious, purple is the crème de la crème of branding. This colour oozes with opulence. Cadbury’s is a prime example of a product that uses purple to market its much loved chocolate.

By using purple in packaging, you’ll instantly exude an air of extravagance and decadence. The dark, rich shade of purple used by Cadbury’s is instantly linked with luxury and quality. If you want to convey this message for your brand, purple is the way forward.

 

 

When it comes to products, the colour of the packaging is one of the first things we notice and the last thing we remember. Choosing a colour scheme for your company is not something you can do overnight; it’s the most important step in developing your brand, therefore it needs a lot of thought.

How do you Want Customers to View Your Brand?

Think about how you want your potential customers to view your products and services. What type of emotion do you want your brand to convey? Who are you and what does your company do? These are the types of questions you need to ask yourself when building your brand’s identity.

Your brand and your business will soon become associated with your chosen colours, particularly if you have an attractive food packaging design to go hand in hand. If you haven’t already invested in food packaging then be sure to check out our quality packaging solutions and the perfect way to market your food.

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