How color plays an integral role in reaching your consumer, driving engagement, and boosting SALES.
Color, though one of the most obvious elements of your brand’s identity and packaging is often one of the most overlooked, underleveraged, and misunderstood. In an article titled, Why Color Matters, color psychologist, brand expert, Jill Morton, shares from substantial research, how color impacts your branding and marketing efforts. Here are three highlights from her article along with my insights for alcohol beverage branding.
3 Reasons to Leverage Color in Your Alcohol Packaging
- Color Communicates Flavor
Since color plays such a large role in consumer’s decision to purchase a product it’s obviously important to consider color in your package design.
Color carry’s strong cultural meanings and sends subliminal messages that can help communicate critical attributes of your product.
More obvious examples of this are choosing color for packaging that communicates flavor profiles for an alcohol brand. E.g. A brand package that is designed with bright green color communicates a refreshing green apple flavor.
Color and Sales
According to a 2004 study conducted by the Seoul International Color Expo, more than 92% of respondents said that visual factors are the most important when purchasing products.
Furthermore, when asked the importance of color when buying products, more than 84% of respondents thought color was more important than half of the various factors important for choosing products.
- Color Increases Memorability
By hanging an extra ‘tag’ of color in packaging, consumers are able to process and store images more efficiently than a colorless alternative, and as a result, recall is improved.
Before brand loyalty can be established, you must first earn mindshare.
As your consumer interacts with your alcohol brand for the first time they are cataloguing that experience in their memory and forming opinions about the experience without even knowing it.
Color can play a key role in creating memorability by supporting brand attributes or simply being disruptive vs. the competition. This doesn’t mean that the brightest, or loudest colored packaging is always the right solution. Instead, ensure that your packages’ color fits with your product flavor profile, story, and the overall messaging.
- Color Increases Engagement
Tests indicate that a black and white image may sustain interest for less than two-thirds of a second, whereas a image that is color, may hold the attention of a consumer for over two seconds.
A product has one-twentieth of a second to halt the costumer’s attention on a shelf or display.
Now, this is not to say that black and white doesn’t have its place in alcohol beverage branding, but considering consumer’s attention spans are short and distracted (especially in retail), the proper use of even a little bit of color may help to increase consumer engagement and sales.
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