Before considering names, slogans, or logos, our brains register the color a products packaging. Be it the finishing touches, like a pre-tied bow on the corner of a box or the color of the lettering, consumers subconsciously take in color. In scientific terms, it’s the frequency of the light waves, bouncing off a given surface, but we don’t have to think about what color is or how our brain processes those light waves to know whether or not it pleases us.
Bright colors have more obvious visibility at a distance, but that’s not a given for success when color appreciation is on the table. There are deeper connections at work, which are symbolic and and founded in personal memory or cultural messages. Add a bit of pink ribbon to anything designed for little girls, for example, and you’ve automatically attracted your target consumer group. Add that same pink ribbon (or anything slightly pinkish) to a product for boys and you have certainly set your product up for disastrous sales.
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