The package color has the ability to catch the eye and the sale can start
The communication with the customer through sales promoters is of utmost importance. Customers their shopping choice. Both structurally and visually it’s necessary to design a packaging, which has a positive impact on the shopping choice. The packaging has a significant impact on the next factors, economic, social and environmental. The packaging can offer us an advantage before the competition and a good social reputation. What sounds pretty shallow, it’s basically fundamental. It offers additional functions, makes a difference between the competitors' products, and with the right usage of the material, and production procedures it lowers the impact on the environment, which is one of the leading trends in the last time. In the combination with the right material and adequate visual image of the packaging, we can make our product , but the market alone tells us what is the right recipe for success.
Primarily the challenge of the trademark is that it’s present and that it attracts attention. This can be achieved with the use of colors, who greatly differ from that what is typical for packed competition products. This is especially true in the case when consumers search for novelties. Too big a deviation from competition products can cause the market to cancel out the ones, who are visually bolder. One of the biggest challenges is definitely the shaping of the packaging, which instantly tells us what product it contains and still stands out sufficiently and informs the consumer about important information.
The color of the packaging affects the communicative power, both unconscious or conscious. The colors can communicate because of their innate properties, due to the environment in which they are located or due to personal customer experiences. Associative learning can explain, why colors act as a means of attracting attention, like for example a brand that we associate with a certain color. When a strong brand is marked with a color, this color then becomes connected with a class of products and it is expected, that it will be also present in other brands inside this class. Associative learning can also explain the communication linkage between the packaging color and product quality. The color is an essential part of not just the design of the brand visual identity, but also the communication of a brand.
The goal is to stop the customers on their path past the store shelves with packaging and sales promoters; it is considered that when the eye stops, the sale begins. The impetuous game of the brands causes increasing interference with the customer space. Therefore it is necessary that every effort to influence the customer must be designed so that it effectively attracts attention. Attention is defined as a process, with which an individual promotes his cognitive resources. In conjunction with this definition, the color is exposed, because it has a strong psychological ability to attract attention. This can be taken into account as solving problems in marketing for the elderly population, to which the manufacturer must ensure that the brand is especially visible.
Although the packaging has several functions in direct and empirical terms, it can be a source of a pleasant experience. Consumer responses to the very appearance of the packaging can be transformed into priorities of the brand, the choice of a brand can just be based on aesthetics. Functionally designed packaging itself will not adequately satisfy the expectations of the consumers, as the visual image should be aesthetically pleasing. One of the essential characteristics, aroused by an aesthetic response, is a color, that has the ability to cultivate an emotional reaction, such as the feelings of the attractiveness of the product itself. Additionally, attractiveness keeps the attention that enables further passing of the information about the product.
In general, color selection is primarily a subjective taste. The color emotion effect can also be reversed, which means that the current feelings of consumers, can affect color choices, which is difficult to take into account in research in the context of brand packaging. It is impossible to focus marketing efforts on the subjective position of each consumer, although it must be emphasized that the new technology actually allows the packaging to be customized to each individual.
The color of the packaging attracts the attention of the consumer and has the ability to communicate with him, which means that it attracts the consumer on the basis of encouragement. Colors can trigger a selection of particular brands because they are perceived as pleasant and/or appealing to a pleasant colorful consumer experience. Choosing a brand will cause the experience to be stored in memory and affect the upcoming selective behavior.
The message provided by the color depends on the culture of our target market. For comparison, white color in Anglo-Saxon nations represents purity and happiness, while in Asia, death and mourning. Purple in Anglo-Saxon represents authority and power, in Slavic anger and envy, and in the Asian preciousness and love.
If we want our product to be successful in a particular market, it is sensible to get to know the culture itself that prevails there. It is necessary to examine competitive products and gradually launch the product with the stages of testing the response of the (potential) customers.