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Ever wonder why someone decided to make their packaging different shades of purple and red? Or why they choose orange for their product?  Well, they did it for a very specific reason. That reason was made based on Color Psychology.

What is Color Psychology?

Color psychology is the study of colors as a determinant of human behavior. Color can influence our perceptions and guild us to make decisions and marketing firms across the world know all about that.

Color Psychology is a tool that can help your product stand out on a shelf and can represent your product the way you want it to be represented. The only trick is knowing what colors evoke what emotions.

Colors Explained


If you want your product to grab the attention of buyers, Red is the color for you. It’s considered bold, exciting, youthful, energetic, and dangerous. Out of all the colors, red is the most intense and should be used sparingly. A great way to use red on your packaging or a website is to use it for “call-to-action” icons like a BUY NOW button or to guild the viewer to important product features displayed on your packaging.


Orange evokes creativity, adventure, success, and balance. It is considered the most friendly and inviting color. Using this color as a “call-to-action” is a friendlier way to grab a viewer’s attention than the color red.


Many people connect yellow with sunshine and happiness, joy and optimism. However, yellow can also be seen as deceitful and can be used for warnings. Just like red, yellow should be used sparingly. A great way to incorporate yellow into your website for packaging is to use it as a border or pair it will other colors.


Green is a great color to use when you want to evoke growth, health, or generosity. It can give your product the feel of stability and insurance. Green is popular in products that are meant to be helpful and safe for the buyer.


Blue evokes trust, harmony, and peace. Great qualities everyone wants to have in their products. Using the color blue to showcase certifications or product guarantees is a great way to maintain the trust and harmony the color blue is known for.


Last, but certainly not least, purple has connections to power, nobility, and luxury. Purple is considered the second most intense color to use for marketing and if used too much can start to evoke negative and frustrating emotions, so be careful. Just like yellow, purple can be used as borders or paired with other colors but still evoke power and luxury.

Apply to your product!

Color psychology can be a complex tool to learn and even though it has been studied and analyzed for many years, there’s still debate about the exact impact that color has on human emotions. With that in mind and the meanings behind the most common colors listed above, you can now apply it to your product. Consider choosing colors that represent what you want your brand to be about or what you want your customers to feel when viewing your product.