15. February 2021

Unfold the color spectrum in packaging design

Not sure which colors to choose for your packaging? The color universe is a world unto itself when it is first unfolded. Colors also play a crucial role for consumers. Almost 93% make a purchase based on the color of the product.

In this post, we give you inspiration for the right color choice for your packaging. We tell you how the colors can be used and what works how.

Color theory can help you in the color selection of your packaging

IN 1773 J.W. Goethe's defined a six-part color circle. It is precisely this color circle that has helped form the basis of the color theories we know today.

Colors speak to the right hemisphere, and text speaks to the left. Therefore, it is a good idea to create a well-considered combination of both. This is to activate and engage the full attention of the consumer.

All colors are created from the three primary colors: Red, Blue and Yellow. If the three colors are combined, three more secondary colors will arise: Orange, purple and green. Combining the secondary colors with the color's primary neighbor, six tertiary colors are available. In total, it forms a circle of 12 colors. The colors are divided according to temperature: the left side is cold colors, and the right is warm. Work is also done on the intensity of the colors. That is, the saturation of the tones and how much gray has been added to the color.

How do the colors fit together?

The basic rule is that if you start from the same basic color and vary between saturation and temperature, the colors will automatically match.

In the color circle, each individual color likes to be with its neighbors, since they are based on the same basic color. These colors form analogous colors. Analogous colors always make up three and will always be in harmony.

But opposites are also attracted to each other. That is, the colors exactly opposite each other, that is, opposite each other, also fit well together. These pairs form complementary contrasts.

When working with the choice of color themes, there are several different compositions, which are based on the color circle. These color combinations can be an inspiration or help for compositions that are guaranteed to be in harmony:

• Monochromatic  - Work with one color and the saturation and intensity of the color. That is, the addition of gray to the primary color.
• Analogue - Work with three colors that are located side by side in the color circle.
• Complementary - Work with two colors that are directly opposite each other — opposite to each other.
• Split complementary - Work with two colors that are directly opposite each other and then one extended or other variation of one of the two colors.
• Triadic - Work with three colors equally spaced on the color circle. For example, the three primary colors.
• Tetradic — is also called doubly complementary. Here we work with 4 colors, two of which are complementary to the last two.

What do the colors mean?

Throughout the ages, each color has acquired different meanings and values, depending on the context in which we experience them.

Companies can use colors of special importance to support their message. Therefore, think carefully about which If you are in doubt about which color to choose to support your mission, read on.

• Red — is stimulating and is associated with danger, excitement and energy. But is also known for being the color of love, filled with passion. Like, for example, the red Ferrari perfume or the Coca-Cola logo.
• Orange — is creative and adventurous. For example Fanta light orange color universe on the website, or packaging for wrapping.
• Yellow -- is optimistic. It is a happy and playful color. Like McDonald's, whose color choice isn't random. They also apply the red color because it is stimulating and is proven to increase heart rate.
• Green — is a natural color and often symbolizes sustainability. But it can also mean health, peace or wealth, and the color is therefore typically used in packaging in products that promote these values. Like the Origin logo and several of their packaging in the skincare range “A Perfect World”, which can be seen straight away hereto.
• Blue -- is believable and reassuring. Like the packaging for all tampons or panty liners: Tampax or Libresse. Tampax makes great use of the blue colors, both on the packaging but also their entire digital universe is azure. See the website hereto.
• Purple — is majestic and royal. The color can also be mystical or spiritual. For example, Anthon Berg's Marzipan Bread or the Urban Decay cosmetics logo, which can be seen hereto.
• brown — is an honest and earthy color, which is often used for organic products.
• White — is pure and symbolizes simplicity and innocence. Tromborg in particular makes great use of white packaging. See an example of Tromborg's packaging right hereto.
• Black — is both sophisticated and elegant. At the same time, it is formal and luxurious. For example MAC Cosmetics which runs the accomplished black, elegant look on the website, in-store and all their original products.
• However, they relate to a more colorful universe when it comes to collabs, limited or season products.
• Multicolor — is open-minded or unifying and celebrates diversity. Multicolor is universally used for the Pride flag and during Pride week.

Let us help you create just the right design with associated colors.

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