Custom Rigid Packaging’s Color Communicates Product Meanings

Consumers use packaging colors to draw inferences about the encased product quality and its meanings. The rigid box manufacturers USA believe that the meanings conveyed by colors can be universal or country related. For instance, blue is universally associated with high quality. Purple is associated with expense and luxury. Color –product meanings are contextual. In the pharmaceutical industry, colors like blue, green, yellow and red carry various meanings for related pharmaceutical products. The Packaging Republic suggests you to consider this valuable information when considering the color of your custom rigid packaging


The logic also follows when drawing upon existing color associations. For example, the food industry uses ecological products’ green to connote healthiness for ‘light’ and natural products. In a further example of the communicative effect of packaging color, a leading IT company detected that, while computers and other electronics packaged in white connoted quality, accuracy and prowess, they could also be perceived as plain, emotionless and not attractive.


Color communicates product class meanings through Wholesale Rigid Boxes


The working relationship between custom rigid packaging’s color and product class is fully established. It is known that color communicates not only the brand and the product but also the product class. It appears that consumers have a limited perception of colors within a product class, but they also expect product classes to be in specific colors. Usually, the grey color is associated with loss, grief and depression and yellow evoke a sense of vibrancy, excitement and happiness.   


The color of wholesale rigid boxes may influence consumers in-store by conveying other visual extrinsic product

cues, such as packaging volume. According to the rigid box manufacturers USA the color of the packaging also speaks for the product volume. For instance, warm colors, such as red, appear to evoke greater volume than cool colors, such as blue and purple.


In the light of color association in marketing psychology, packaging colors are linked to various moods; for example, red is cheerful and joyful and exciting and stimulating, while green and blue are calming. It may be suggested that a consumer in need of excitement may opt for a soft drink packaged in yellow, as it is perceived to be an uplifting and stimulating color. Colors may physically entice consumers to enter a particular store or even impact on their shopping intentions. Some packaging experts suggest that colors are non-verbal signs which convey meanings directly, indirectly and symbolically. 


Similarly, the colors of wholesale rigid boxes convey symbolic information. In semiotics, color is a sign with a symbolic function when the relation between the sign and its object is arbitrary.

The Bottom Line:

Hence, it is suggested that, without taking into account any notion of brand, product or product class, the consumers may take white to mean peace, cleanliness and purity; red signifies heat, excitement, danger and rage; and green to be associated with hope and growth but also sickness and poison. These associations of colors are particularly cultural in origin, but also historical, innate and anecdotal, and reflected in cultural conventions. Such associations could be explained by color’s unconscious, semiconscious and conscious effects. For example, in some cultures, black may connote mourning, whereas white evokes a sense of mourning in others. 


Several conclusions can be drawn about the association of custom rigid boxes’ color with mood or color’s symbolic value about the effect on consumer cognition, attitudes and behavior. Still, brand packaging designers and experts must not overlook the influence of multi-cue relationships and the associative effect of custom rigid boxes’ colors.

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Roberta Schira