Hey, there and it’s great to see you back here on our Blog page and thank you for visiting. So, in this post, we’re going to talk to you about the importance of packaging colours.
So if you’re in the business of food and beverage products, packaging colour is just as important as branding! And the key to understanding this is in knowing exactly who your target audience is.
So who is your target audience? Where do they live? Are they in Australia or are they overseas (or both)? What cultural beliefs do they have or what traits do they have, that you can incorporate into your packaging! What other details about your target audience do you know in detail?
Packaging Colours in Action
Getting the use of packaging colours wrong, could lead to a failed marketing campaign. But not only that, products will remain on store shelves, and eventually returned to you.
Colours invoke certain emotions and mental reactions within us. Some colours such as blue are often associated with business and trust. Take IBM for example, they used blue to great results. You may notice that many brands, who are offering health and wealth products, will use the colour green. So you will see many business branding utilise blue and green for their products and branding. Oranges promote calmness or informal communication. Products and services, when a high emotional reaction is a strategy, you will often see reds. And this will also include shades of red such as pink too. Greys are great for communicating with those who like details
Colours also have a vital role to play in resonating with cultural beliefs. So it pays, therefore, to be aware of your consumer’s beliefs who are overseas.
For example, here in Australia, our national colours are of course, green and gold. So it would make sense, therefore, if marketing to Australians, to use these colours.
Consider marketing Australian products to tourists or overseas consumers and the colours used too. The packaging here might show our national flag or the colours of red, white and blue. Possibly even references to our national icons. Kangaroos, Koala’s, Sydney Harbour Bridge, to name a few.
Packaging Colours for Exports to China
And here’s another example specifically for those who are seeking to export to China! The Chinese culture have a belief that the colour RED is a symbol of good fortune and joy!
Red is visible everywhere during Chinese New Year and other holidays and family gatherings. A red envelope is a monetary gift and is given in Chinese society during holiday or special occasions. The red colour of the packet symbolises good luck.
Red is forbidden at funerals as it is a traditionally symbolic colour of happiness. As the names of the dead were before written in red, it’s considered offensive to use red for Chinese names. But there is an exception to this rule. In China official seals, use red text.
In modern China, red remains a very popular colour and has affiliations with and used by the Government.
Would You Like Professional Help?
So I hope this post has given you food for thought. If you’d like to know some more packaging tips, you might want to take a look at a previous post.
In the meantime, if you’re lost in all the hurdles and hoops of exporting your produce to other countries, or even within Australia, we can help you. We have a collective experience in this industry of over 50 years and so we know what we’re doing. And our expertise is most likely to increase your chances of success in marketing your produce. With our expertise, your products will be on the shelves and in the hands of consumers in no time at all.
If you would like to learn more about what we do, contact us today for an informal chat and meet the team.