Food Packaging Says ‘Color Me Delicious’

One color makes beverages seem sweeter, and another makes them more refreshing. Which is which?

Kate Bertrand Connolly, Freelance Writer

May 22, 2024

The psychology of color plays an important role in food packaging design: Colors subliminally work on human emotions and perceptions, influencing consumers’ response to products.

Warm colors, like red and orange, spark urgency, driving a desire for immediate satisfaction in shoppers. On the other hand, cool colors like blue and green are associated with health and freshness.

Additionally, “colors can trick your taste buds,” according to this short video. For example, a red package makes a drink taste sweeter, whereas blue package graphics make the product seem more refreshing. Thus, color is a “silent influencer” guiding both appetite and purchasing.

About the Author(s)

Kate Bertrand Connolly

Freelance Writer

Kate Bertrand Connolly has been covering innovations, trends, and technologies in packaging, branding, and business since 1981.

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