How Food Packaging Color Influences Consumer Behavior

Packaging is the most tangible representation of a product or brand for consumers and is therefore a primary selling tool for marketers, hence why it is important to spend time getting it right. According to research by marketing specialists, WebpageFX, consumers make a subconscious judgement about a product in less than 90 seconds of viewing it, and 62-90% of them base that assessment solely on color, which could be attributed to the fact that color registers much faster than text or complex graphics. What’s more, almost 85% of consumers say that color is the determining factor when purchasing a particular product.