Tuesday, December 2, 2014
The various colors of our European bottles, Boston round bottles, and bullet bottles look beautiful; but did you know they can also have a very interesting effect on the perception you wish to give to your customers?
Clear (also known as flint when referring to glass), natural, and amber colored containers are common in the world of packaging. But you can also find packaging that has a great range of colors. At Packaging Options Direct, you can find containers in clear, amber, cobalt blue, green, white, purple and natural. The colored bottles being popular for items sensitive to light, as the colors provide UV filtration. But did you know that color can speak to your customers on another level?
Amber (or sometimes considered brown) packaging represents caution, comfort, earthliness, energy, maturity, reliability, seriousness and strength. Amber packaging is good for products that are organic, natural and wholesome. Amber is also a classic and old world color that can give your product a feeling of timelessness. Amber can be functional by hiding dirt, but can also be seen as dirty depending on how deep or brown the container is; so caution should be used when choosing brown packaging, and ensure that your closure, label and accents help to convey the appropriate message. The advantages to packaging in amber colored containers is that they offer protection from ultraviolet (UV) light and can give products like essential oils, medicines and the like a longer shelf life. Amber glass is typically made of soda-lime glass combined with sulfur, carbon and iron salts and can range from being yellowish to almost black in color, depending on the amounts of minerals added.
Blue (known as cobalt in the packaging industry) is the color of sand and sky. It is the color symbol of cleanliness, confidence, faith, honesty, intelligence, loyalty, reliability, trust and wisdom. It is also commonly associated with calmness and relaxation. Blue packaging can be used to promote items which are associated with these traits. For example, you can use blue bottles to promote items associated with cleanliness (cleaning products, and vodka); air and sky (perfumes, air conditioners); and finally water and sea (mineral salts, water, salt scrubs). Blue is a masculine color and highly accepted among men; although women must be highly favorable to blue as well since it is the most universally liked color. The color blue should be avoided when promoting food based items, as blue has been known to suppress the appetite; however if paired with vibrant colors such as blue or red; your package could easily have a high impact look. Like amber bottles, blue bottles offer protection for light sensitive products. Blue glass is produced when adding small amounts of cobalt minerals to soda-lime glass.
Greenis the color of nature, and in turn symbolizes balance, harmony and health. It also symbolizes dependability, freshness, growth, security and wealth. Green is often used in the advertising of drugs and medical products, as well as products that are nature friendly, known today as “green” products. Adding silver to your packaging (on labels or with closures) can give your product a sense of elegance and sophistication. Green packaging can also be beneficial for organic and garden products, and since it is colored, it can provide moderate protection against light. Green colored glass is created when soda-lime glass is mixed with iron oxide and chromium, manganese, didymium or uranium. The specific color of green depends on which mineral was used in making the glass.
Purplesymbolizes creativity, magic, mystery, nobility, power, royalty, spirituality and wealth. It combines the stability associated with blues, and the energy associated with red. A Purple Heart is a great example of purple being a sign of nobleness and respect. When combining purple packaging with silver or gold accents you can give your products an appearance of extravagance, luxury or premium quality. Spiritual or “new age” products are often packaged in purple or contain purple accents as the purple provides a sense of individuality and uniqueness. As the color purple represents a union of the body and soul, it is the perfect packaging color for holistic products. Pairing purple with red accents can provide a feeling of energy and excitement, while paring it with green or blue will give your customers a feel-good impression. Purple packaging can provide moderate protection when used for products that are light sensitive.
The color white is a symbol of equality, goodness, innocence, light, perfection, purity and simplicity. Wedding and christening dresses are great examples for the ideal of white representing innocence and purity. Generally speaking white gives off a positive feeling; but it can be seen as safe and unrefined. The beauty in white packaging is that white can act as a blank canvas, and can be dressed up in a number of different ways. You can keep the white in its simplistic state and give your product a feeling of cleanliness, simplicity or sterility. When using white packaging with food based products, it has been commonly associated with low-fat and dairy products. When pairing white with red decoration, you can add a sense of excitement to your product. When paired with black, you give your product a sense of sophistication and elegance. As most packaging that is white is solid in nature and omits light, they are good for products that are sensitive to light.
Black is in a league of its own. It is symbolic of authority, control, elegance, formality, mystery, and power. Black packaging tends to make a statement in and of itself, as it appears more expensive and have a higher perceived value. For example, American Express offers their “Black” card to their most prestigious customers and often “Black” Tie Affairs are thought to be highly elegant events. Black can have a downfall, so caution should be exercised when used in packaging. It can be perceived as mysterious; which although mystery can sometimes be good, it can invoke feelings of fear, and intimidation. Pairing black with various colors can send a multitude of messages to your consumer. When adding gold or silver decoration to your black packaging you can create a look of elegance, and sophistication. When paired with red, your can give your product a sexual appeal. Pink and purple decoration with a black package can attract a female market, and give your product a softer or more striking appearance depending on the shade of pink or purple. Black containers, like the white, tend to be solid in color and not transparent, and therefore provide great UV protection for products that are light sensitive.
I truly hope that you are gaining some insightful information to make your packaging decisions less stressful. I am learning new things every day and I hope you are too. If you haven’t checked them out already, read my previous blog posts “Packaging Categories”, “Shaping Up” and “Style Is More than Clothes” for useful information on choosing your packaging. I hope you join me next time and, as always, I am happy to help any time you have questions. Please feel free to email us or call us at (855) 754-3728 if you should ever need assistance with choosing the correct product for your specific needs. Should you have any questions about this blog, or ideas for future please email me at firstname.lastname@example.org, and type BLOG TOPIC in the subject line.