Many cosmetic companies fail to choose the right colors for their products, and many are misguided in choosing packaging colors based on taste preferences or current market conditions.

The significance of color selection

Consumers are heavily influenced by the color of packaging. In fact, according to the study "The Impact of Color Marketing," researchers found that, depending on the product, color accounts for about 90% of consumer judgments. Color also influences up to 65% of purchasing decisions. It's important to face the reality that no matter how perfect a product is, it depends on the packaging to sell it. Color plays an important role in this decision. The reason for this is that color appears subconsciously and instantaneously in the consumer's brain. Colors not only represent the visual appeal of your brand, but they also elicit an emotional response. Think about popular brands like Coca-Cola, Target, and McDonald's. Now, what if their iconic colors changed dramatically? The brand has a completely different feel.

Why is this a problem?

The key to every marketing plan is to understand the target audience and ensure that every decision is based on what appeals to the consumer. Businesses often choose colors based on desired aesthetics or what is traditionally tried and true. However, this is not always the best choice. Take T-mobile for example. When every other company was using the same tried and true colors (blue and red), they decided to go bold and represent their brand in magenta.

Results?

Their decision to show the world that they were bold, daring and hip appealed greatly to the youth. This eventually put them on the market as a competitor to other top companies like At & t and Verizon.

Brand personality

T-Mobile achieves this by choosing colors to create brand personality. Brand personality allows a company to differentiate itself from other companies. It allows consumers to understand that they are a company. It also gives a sense of authenticity: a characterization of the company that consumers seek.

Now that the importance of color selection has been established, the next step is to think about which colors to choose. Because of the wide variety of possibilities for shades, tones, and color combinations, a virtually infinite number of choices exist. As a result, the selection process can seem overwhelming. However, a guide to help with this process will be created in a future article!