The Psychology Behind Colour Labels

By Epson

Kuala Lumpur, July 22: Several studies have found that the visual elements of a product, especially its packaging plays a crucial role in a consumer purchasing decisions. 
The packaging is not only an attractive method to communicate messages about the product attributes at the point of sale but also acts as a key factor in determining if the product has a high social shareability in the digital age. 
Interestingly, studies have found that 85 per cent of consumers buy products based on colour. 
Colours may trigger thoughts, feelings, and emotions about the product which can directly impact the purchasing decision of a consumer.
In fact, product colour preference decisions are often associated with expected performance, reliable function, or other cultural factors depending on the type of the products. 
Therefore, it is crucial to pick the right colours, packaging body, font colour and product labels for one’s product packaging. 

How can we pick the right colours?

Colour experts believe that colours have the ability to convey messages by influencing consumers emotions through a stunning label.
When applied correctly, businesses may find their product more visually competitive as compared to their rivals. 
Below are the five most appealing colours to include in a label to evoke certain emotions:

  • White: Relaxed, pure, and clean. White often signifies new beginnings and has the tendency to make people feel secure. They are also usually associated with equality.
  • Black:  Black exudes sophistication, class, and seriousness. It is usually used as a colour for high contrast and easy legibility. It’s better to use it sparingly as it may come across as negativity when overused.
  • Blue:  Shades of blue promote trust and reliability. Fun fact, it’s one of the most-liked colours across the entire world. However, it can also be perceived as distant, cold, or unfriendly if used in great amounts.
  • Green: Green is a colour of balance and harmony. Apart from symbolising nature, green is also associated with growth, whether that’s in a physical object like plants or in our income and wealth.
  • Orange: Orange combines the personality of red (power) and yellow (fun). As a result, it’s commonly known to symbolise motivation, positivity, and general enthusiasm. Interestingly, it’s also found to stimulate our appetite!

Putting the design together

After selecting your colours, consider using complementary colours for text and label designs to increase the marketing value and overall success of the brand. 
Use good quality and easy-to-use label printer keys to create eye-catching labels. 
Consider choosing label printers that accommodate on-demand printing to increase your product personalisation. 
This gives you more freedom to explore different colour choices on your product labels for seasonal trends such as using red for Chinese New Year and green for Christmas.
Moreover, printing on-demand also helps to reduce costs incurred by unused pre-printed labels. 
For start-ups, this means being able to experiment with different colours and designs without committing to a large number of labels with an offset printing method. 
This will be particularly helpful when launching a new product.
Next, think about how you want to put the design elements together to create your dream packaging.
The size, shape, and type of packaging for your product will also affect your label design.
Because of this, it’s important to plan out the label’s position on the packaging, size, and fonts before you begin to work with any other design elements. 
Finally, invest in the right tools for long-term benefits. 
There are label printers in the market with handy capabilities to promote efficiency and productivity in the long run. 
For more information, log on to epson.com.my

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