OUGD601 - THE INFLUENCE OF FOOD PACKAGING ON CONSUMER CHOICES

THE INFLUENCE OF FOOD PACKAGING ON CONSUMER CHOICES

How to use colour psychology for food packaging:
- The colours used should be able to project your intended subliminal message for attracting your target audiences and prompt them to buy the product.
- Bright colours can be good to attract the interest of children. Soft colours are more likely to appeal to older consumers. 
- Many marketing professionals and psychologists have accentuated the fact that there is a considerable link between the colours and the way they influence human behaviour.

YELLOW:
Yellow is the colour which is fastest processed by the brain - so it is one of the best colours to grab consumer attention. 
It also acts as an appetite stimulant.
Scientists have established that when we look at yellow, serotonin (the feel good chemical) is released from the brain, therefore leaves people feeling goof about what they're buying.

BLUE:
Blue can be regarded as one of the most unappetising colour when it comes to food and drinks.
Most recently blue is being used by the food products representing low calorie options (lighter life, weight watchers etc)

GREEN:
Green is the colour which our mind associates with natural, healthy, vegetarian, organic and fresh food options. Therefore green is the best colour to use for the marketing of food items which you want to highlight the natural ingredients or to claim the associated health benefits.

ORANGE:
Orange stimulates the senses and encourages impulse buying, and thus its an apt choice for FTG and snack packages.

How many colours should you include in your packaging?
- The more colours you use, the less attractive the product.
- Loses sophisticated.
- The more colours used, the less they are able to convey the right message.
- You should use 1 or 2 prominent colours only in order to influence the behaviour of the customer. 

http://www.growthbusiness.co.uk/influence-food-packaging-consumer-choices-2549477/