The Magic of Colour for packaging design

In the world of Fast-Moving Consumer Goods (FMCG), making a memorable first impression is key. With store shelves bursting with products all vying for your attention, graphic design takes the spotlight in telling a brand’s story and swaying your choices. Amid all the design elements, nothing casts a spell quite like colour. In this article, we’ll dive into the wonderful world of colour in FMCG graphic design and how it shapes how you feel, what you buy, and even helps you spot your favorite products in a sea of options.

The Emotions of Colour
It’s not just random paint on the packaging – the choice of colour is all about psychology. Different colours stir up different feelings and reactions. Take a peek at these everyday examples:

This lively colour is like a jolt of energy, an invitation to excitement. It’s the go-to for products that want to shout “Hey, look at me!” Think about how red sets the stage for energy drinks, spicy snacks, or those clearance sale signs.

Ah, the colour of all things fresh, healthy, and wholesome. It’s your first hint that the food you’re picking up is on the good-for-you side. A green label on that juice bottle or a bunch of organic veggies suggests, “This is the good stuff!”

The colour of cool, trustworthiness, and reliability. Products that want you to feel secure, like bottled water or cleaning supplies, often dress in blue.

It’s the sunshine hue, radiating happiness, optimism, and warmth. You’ll spot it grinning from the cereal boxes, candies, and snack bags.

The epitome of sophistication, luxury, and style. It’s the tuxedo of colours, seen on premium chocolates, gourmet coffee, and posh perfumes.

Sparking Recognition and Keeping Things Consistent
But it’s not just about feelings; it’s about familiarity too. Colour keeps your favorite brands recognizable. That iconic red and white can? That’s Coca-Cola. Green and yellow? You’re entering McDonald’s territory. Consistency in colour helps you spot your trusty products quickly in the store jungle.

Creating Drama with Contrast and Hierarchy
Colours are also the storytellers, creating drama and hierarchy in FMCG graphic design. Designers use contrasting colours to highlight the important bits, like the product name or a special deal. It’s like giving you a treasure map – your eyes are drawn to the important X marks.

Colour Codes for Easy Product Picks
And here’s a nifty trick: colour coding! Let’s say a brand has a line of similar products, like different flavored snacks or varieties of a drink. By giving each one a specific colour, it’s like they’re putting name tags on the products. You can easily pick out your go-to choice without hunting through the whole range. It’s like a shopping shortcut that makes life a bit more fun.

Staying in Vogue with Colour Trends
In the dynamic world of FMCG graphic design, it’s not just about the classics; it’s also about staying trendy. Colour trends change over time, and brands need to be in tune with what’s in vogue. The colours that resonate with consumers today might not be the same as those from a decade ago. Being aware of these trends allows FMCG brands to keep their packaging fresh and relevant. It’s like giving your brand a wardrobe update, ensuring it remains captivating to new generations of consumers.

Respecting Global Colour Differences
In our global marketplace, colour speaks differently in various cultures. White, for instance, might scream purity in some places but symbolizes mourning in others. FMCG brands need to be savvy to these cultural quirks to make their packaging resonate globally.

So, next time you’re reaching for a product at the store, remember that the colours on the packaging are more than just pretty. They’re storytellers, mood-setters, and even helpers in your decision-making. Colours turn the world of FMCG into a vibrant, engaging place, where you not only shop with your eyes but with your feelings too. Happy shopping!

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