The Use of Color in Branding and Packaging

A brand has often been referred to as a “promise to consumers” or “the emotional and psychological relationship you have with your customers.”As many of you know, there is a lot more to a brand than just an eye-catching photo or a cheeky tag line.  The main goal of a brand is that it aims to connect with consumers by evoking certain emotions from them.  This emotion can cause consumers to have a visceral reaction (either positive or negative) when coming in contact with a brand.  How do we evoke an emotion around a brand? Color.

Color in and of itself has been studied for centuries. Roots in what is now called “Color Psychology” can be traced back to Ancient Egyptians and Chinese cultures which used colors to heal physical ailments. This alternative healing practice is called chromotherapy and is still utilized today as a holistic treatment.  A list of colors and what ailments they are used to treat are as follows:


  • Red was used to stimulate the body and mind and to increase circulation.
  • Yellow was thought to stimulate the nerves and purify the body.
  • Orange was used to heal the lungs and to increase energy levels.
  • Blue was believed to soothe illnesses and treat pain.
  • Indigo shades were thought to alleviate skin problems.


It is clear that color has not only healing properties physically but it can also have a powerful impact on our emotions. Many theories around color and its impact on the human psyche have been examined throughout the course of time.  A rather interesting study was conducted by Nils Nijdam in the Netherlands in 2005 around color and the means to measure its impact on emotion.

Mr. Nijdam’s study was conducted in order to better understand how to utilize a sensitive artificial lazar to evoke an emotion. A significant component of his study was a literature review of prior studies around the affect color has on mood. Although opinions from different studies varied somewhat – most of the conclusions that were drawn were similar. Here are some general color guidelines as they relate to emotion.




Based on the powerful impact color have on our buying behavior, think about your brand and what emotion you would like it to evoke from your customers.  Do you want your customers to feel alive or energized? Incorporate yellow or orange!  Do you want your customers to trust your brand? Incorporate blue into your brand!


Now think about a package that will showcase your brand and its emotion evoking colors.  Does the package you are using aid in emphasizing the colors you have chosen for your brand? Is the complexity of the package you are using overshadowing your unique brand?


It is critical that your package support your brand’s vision (and color evoking emotions). We here at CRATIV can help you with a packaging solution! Contact sales and marketing directly at amy@crativp.wpengine.comor 720.651.9384.



Cherry, Kendra. (2018, September 28) Color Psychology: Does It Affect How You Feel? How Colors Impact Moods, Feelings, and Behaviors.


Nijdam Neils A: Human Mind Interaction.  University of Twente, The Netherlands.




Bill Ludlow
Bill Ludlow
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