Are we conditioned to react to color?

In a recent study, How Do Colors Affect Purchases?, "93 percent of consumers said that the first thing they notice about a product is its visual appearance." Additionally, 85 percent ranked color as the primary reason for why they choose to purchase a product over a competitor. While it may not come as a surprise, color has been proven to evoke certain emotions, which is why brands utilize specific hues to entice consumers into making a purchase. For example, red elicits urgency, which is why retailers use it to represent clearance items.

It would be tough to argue that package design does not play an important role in marketing or the consumer experience. For many shoppers, the aesthetic appeal of a product is the deciding factor in whether or not it will be purchased that day. It is an interesting concept to try and understand, since most designs are built in such a way that we overlook their finer details, such as the way the shape of a package evokes certain emotions, as well as the color of the item itself.

According to Vision Critical, consumers make decisions about a product between one and 30 seconds after a pitch, which is much faster than in the past. In part, this could be because there are hundreds of items all competing for a consumer's attention, which causes people to base their purchases off of trivial aspects, such as color. However, According to KISSmetrics, color plays more of a role than most of us have ever realized.

For manufacturers, packaging is a crucial part of the marketing campaign. It is what brings the entire project together. Adding the finishing touches to a product can be done through an effective display - after all, when was the last time an ugly product was sold to billions of consumers? That's right, never. However, the presentation of a product is also useful for a shopper. It can be viewed as a tool that simplifies the decision-making process.

Expressive package designs are intended to engage with consumers and conjure up emotions. Whether based on past experiences or the nature of the color, these finer details are necessary to bring a marketing campaign together. In some ways, it is one of the most important decisions a product designer makes.

Because of the subjective nature and the fine touches needed to succeed in package design, these jobs are highly competitive. Those interested in the field may begin by studying graphic design and working in display advertising or a related field until they can build up the necessary experience it takes to excel as a package designer.