THE PSYCHOLOGY OF COLOR: WHAT ARE YOUR LABELS SAYING?

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Designing a label can be a long process, it includes material, finish, font, logo, and color selection. Then there’s copy and naming. It is easy to get hung up on each of these things, but how much thought are you putting into your color selection? While you may be choosing your colors based on the product, or on your own color preference, they may not say the right thing to your potential buyers.

In an article from Entrepreneur, Gregory Ciotti points out that, Additional studies have revealed that our brains prefer recognizable brands, which makes color incredibly important when creating a brand identity. It has even been suggested in Color Research & Application that it is of paramount importance for new brands to specifically target logo colors that ensure differentiation from entrenched competitors (if the competition all uses blue, you'll stand out by using purple). When it comes to picking the "right" color, research has found that predicting consumer reaction to color appropriateness in relation to the product is far more important than the individual color itself. So, if Harley owners buy the product in order to feel rugged, you could assume that the pink + glitter edition wouldn't sell all that well.

It’s important to remember that the colors used in your packaging create the feeling and mood around your product, and that is what plays the role in persuading the consumer. For example, while green is a generally positive color, depending on the context, it can be used to represent money, environment, or science. It is not necessarily the color alone.

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