Communicating With Product Packaging Colors

Before your product ever reaches the hands of your consumers, your product packing is communicating certain things to them. One of the loudest "voices" that can be heard when a consumer notices product packaging is the color that is used in the packaging design. Unlike taglines and packaging copy, color is seen and "felt" before the consumer even decides to take a closer look at your product. Below, we take a look at some of the most common color palettes we see online and in stores and what they traditionally say to shoppers.


These colors tend to exude a feeling exclusivity and luxury for the customer. This palette is common for expensive items, such as watches, jewelry, fragrances, and luxury electronic products and communicate to the consumer that their refined taste has led them to your product.

Primary Colors (Red, Yellow, Blue)

Bright, bold primary colors are particularly common to well-established "old guard" brands that people trust. Think about Coca-Cola, Kellogg Frosted Flakes, Tide, and countless other brands you see during a stroll in your local supermarket. Decades ago, these pallets were intended to be eye-catching, but they can also be seen loud, gaudy and desperate if not handled correctly. They continue, however, to be appropriate and engaging for children's products.


It may be cliché, but this palette is still largely associated with products that are aimed at women. These colors communicate beauty, delicacy, and softness. Culturally, we've now embraced a much wider (and more genuine) understanding of how to entice women shoppers, but these colors can still be impactful if used mindfully.