Color
Color can evoke a wide range of emotions, and studies show that most consumers choose products based on color.
Therefore, understanding color psychology and the messages that colors convey is crucial for the use of color in
packaging design. The colors you choose should be consistent with your brand and personality.
Color Positive Meanings Negative Meanings
Red Power Anger
Energy Danger
Excitement Warning
Passion Pain
Strength Aggression
Fearlessness Defiance
Orange Confidence Frivolity
Warmth Immaturity
Courage Deprivation
Innovation Frustration
Friendliness Ignorance
Energy Sluggishness
Green Health Boredom
Freshness Stagnation
Hope Envy
Growth Exhaustion
Nature Blandness
Prosperity Sickness
Turquoise Clarity Boastfulness
Communication Secrecy
Calmness Hesitation
Inspiration Fence-sitting
Self-expression Unreliability
Healing Aloofness
Blue Trust Coldness
Dependability Aloofness
Loyalty Emotionless
Serenity Unappetizing
Security Unfriendliness
Logic Uncaring
Purple Wisdom Introversion
Luxury Extravagance
Wealth Self-indulgence
Sophistication Suppression
Spirituality Inferiority
Imaginative Moodiness
Magenta Imaginative Outrageousness
Passion Impulsiveness
Transformation Eccentricity
Creative Non-conformity
Balance Flippancy
Innovation Short-lived
Brown Earthiness Humorlessness
Support Sadness
Seriousness Heaviness
Warmth Unsophisticated
Reliability Dirtiness
Authenticity Conservativeness
Black Sophistication Oppression
Elegance Heaviness
Security Coldness
Power Menace
Authority Evil
Substance Mourning
Gray Timelessness Unconfident
Neutrality Dampness
Reliability Depression
Intelligence Lack of energy
Balance Hibernation
Strength Blandness
White Cleanliness Sterility
Freshness Coldness
Clarity Elitism
Purity Unfriendliness
Simplicity Isolation
Sophistication Emptiness
Although culture and life experiences influence people’s color preferences, graphic designers and marketers still
refer to icons like the one above for inspiration when designing brand packaging, as do packaging designers.