How do label colors influence customer purchasing decisions? Psychology of colors in label and packaging design—from emotions to sales strategy.
Label Color – The First Purchase Impulse
Color is the first element consumers notice when looking at a product—often before reading the brand name. Colors strongly impact emotions, build associations, and can subconsciously encourage (or discourage) purchases.
A well-designed label can increase sales without altering the product. Therefore, color choice is a crucial component of packaging strategy.
Psychology of Colors – What Does Research Say?
Label colors affect our brain emotionally and cognitively. Here’s the meaning behind commonly used colors:
🔴 Red – intense, stimulates appetite, increases heart rate. Ideal for energy drinks, sauces, and sweets.
🔵 Blue – evokes trust, calmness, associated with cleanliness. Frequently used for cosmetics and water.
🟢 Green – symbolizes health, ecology, nature. Essential for bio and natural products.
🟡 Yellow – cheerful, eye-catching, stimulating. Used in snacks and children’s products.
⚫ Black – prestige, luxury, minimalism. Popular in alcohol, perfumes, premium products.
⚪ White – simplicity, purity, lightness. Ideal for pharmaceuticals and vegan products.
Important Statistics
⏱️ Consumers form opinions about products within 90 seconds, and 60–90% of this judgment is based on color.
🛒 A well-designed label can improve product visibility by 80%.
💬 Customers remember brands up to 80% better if they use consistent colors.
Source: Institute for Color Research, Kissmetrics, Nielsen.
The History of Colors in Marketing
Color has served as a selling tool for decades. In the mid-20th century, brands like Coca-Cola (red) and Pepsi (blue) deliberately built their visual identities around colors. Thus, label colors can be much more significant than you think.
Today, color psychology is integral to branding, UX design, labeling, and advertising.
Market Examples
🧃 Innocent
Smoothies with pastel labels evoke sympathy and authenticity.
💧 Evian
Delicate pink symbolizes freshness, lightness, and luxury.
🧴 Nivea
Classic blue-and-white color scheme has built trust for generations.
Mini Case Studies
🎯 Yellow vs. Blue
A test of two orange juice labels: yellow outperformed blue, increasing sales by 18%.
🌿 Green Instead of Black
Dietary supplements for seniors—after switching from black to green labels, sales among the 50+ demographic rose by 11%.
Colors and Customer Type
Colors should match target groups:
👩 Women: pastel pinks, beige, purples
🧔 Men: navy, black, graphite
🧒 Children: yellow, blue, red
Industries and Colors
🥗 Bio foods: greens, browns, natural backgrounds
🍷 Luxury alcohol: black, gold, burgundy
🧴 Cosmetics: white, silver, pastel accents
🛠 Chemicals and B2B: warning colors—yellow, orange, red
Sleeve Labels – Colors Without Compromise
Shrink sleeve labels enable printing over the entire package surface—a significant advantage:
✨ Possibility of selective varnish, metallic effects, perforation, etc.
🔁 Stand out on shelves—”wow” factor enhances purchase likelihood
👉 Shrink sleeve labels – discover the advantages
Practical Tips
🎯 Choose colors suited to your target audience
🧪 Test different versions (e.g., A/B testing)
🎨 Emphasize simplicity and contrast
💬 Ensure readability, especially online
🤝 Consult your project with the printing house—color reproduction can vary across materials
Color in E-commerce
In online sales, labels must perform on-screen:
📸 Ensure high-quality photos and visualizations
🌐 Avoid excessive contrast—it can appear artificial
🎯 Stand out subtly—online buyers appreciate aesthetics
FAQ
Does label color impact sales?
Yes—color often determines the first impression and communication effectiveness.
How to match colors to a brand?
Understand your target group, the emotions you aim to evoke, and ensure consistency across communication.
Do sleeve labels always offer superior color results?
No—sleeves offer a larger printable area, enhancing possibilities.
What colors are best for the food industry?
Red and yellow (stimulate appetite), green (naturalness), blue (freshness).
Also check out on B-G.PL blog:
👉 Designing sleeve labels – what you should know to start
👉 Thermal labels – applications and types
🌐 Explore our complete offer
Label colors aren’t just decoration—they’re a sales tool.
Skillful use of color in label design influences customer emotions, builds brand recognition, and differentiates products from competitors. Whether you choose self-adhesive or sleeve labels, remember: colors communicate more than you think.