IMS Newsletter - Labels

LABELS / WHAT DO THE COLOURS ON LABELS SAY ABOUT YOUR BRAND?

Using the right colour combinations on your brand labels can make all the difference!

WHAT DO THE COLOURS ON LABELS SAY ABOUT YOUR BRAND?

Almost three and a half centuries ago, in 1666, Isaac Newton discovered that if you pass pure white light through a prism, it gets split up into every visible colour. Today, marketing and the effects of colours are part and parcel of strategic business decisions.

The psychology of colour

Perceiving colour is somewhat subjective, but some colour effects seem to have universal meaning. For example, the red area of the spectrum is almost constantly associated with warmth and the blue area with cold. Red, orange, and yellow are considered ‘warm’ colours and have a tendency to evoke emotions that range from feelings of warmth and comfort to feelings of anger and hostility. Blue, purple, and green, are considered ‘cool’ and are often described as calm, but can also evoke feelings of sadness or indifference.

So what do the colours of your label say about your brand?

Green:

Green is a cool color that symbolizes nature and the natural world.
Green also represents tranquility, good luck, health, and jealousy.
Researchers have also found that green can improve reading ability. Some students may find that laying a transparent sheet of green paper over reading material increases reading speed and comprehension.
Green has long been a symbol of fertility and was once the preferred color choice for wedding gowns in the 15th-century. Even today, green M & M's (an American chocolate candy) are said to send a sexual message.
Green is often used in decorating for its calming effect. For example, guests waiting to appear on television programs often wait in a “green room” to relax.
Green is thought to relieve stress and help heal. Those who have a green work environment experience fewer stomach-aches.

When using green in your labels consider how green is used in language: green thumb, green with envy, greenhorn…

Blue:

Blue is described as a favourite color by many people and is the color most preferred by men.
Blue calls to mind feelings of calmness or serenity. It is often described as peaceful, tranquil, secure, and orderly.
Blue can also create feelings of sadness or aloofness.
Blue is often used to decorate offices because research has shown that people are more productive in blue rooms.
Blue is one of the most popular colors, but it is one of the least appetizing. Some weight loss plans even recommend eating your food off of a blue plate. Blue rarely occurs naturally in food aside from blueberries and some plums. Also, humans are geared to avoid foods that are poisonous and blue coloring in food is often a sign of spoilage or poison.
Blue can also lower the pulse rate and body temperature.

When using blue in your labels consider how it is used in language: blue moon, blue Monday, blue blood, the blues, and blue ribbon…

Orange:

Orange is a combination of yellow and red and is considered an energetic color.
Orange calls to mind feelings of excitement, enthusiasm, and warmth.
Orange is often used to draw attention, such as in traffic signs and advertising.

Orange is not a colour often used in language.

Black:

Black absorbs all light in the color spectrum.
Black is often used as a symbol of menace or evil, but it is also popular as an indicator of power. It is used to represent treacherous characters such as Dracula and is often associated with witchcraft.
Black is associated with death and mourning in many cultures. It is also associated with unhappiness, sexuality, formality, and sophistication.
In ancient Egypt, black represented life and rebirth.
Black is often used in fashion because of its slimming quality.

When using black in your labels consider how it is used in language: Black Death, blackout, black cat, black list, black market, black tie, black belt…

White:

White represents purity or innocence.
White is bright and can create a sense of space or add highlights.
White is also described as cold, bland, and sterile.
Rooms painted completely white can seem spacious, but empty and unfriendly. Hospitals and hospital workers use white to create a sense of sterility.

When using white in your labels consider how it is used in language: whiteout, white house, white hair, white magic…

Brown:

Brown is a natural color that evokes a sense of strength and reliability.
Brown can also create feelings of sadness and isolation.
Brown brings to mind feelings of warmth, comfort, and security. It is often described as natural, down-to-earth, and conventional, but brown can also be sophisticated.

When using brown in your labels consider how it is used in language: brownout, browned off, brown bag, brown belt…

Pink:

Pink is essentially a light red and is usually associated with love and romance.
Pink is thought to have a calming effect. One shade known as "drunk-tank pink" is sometimes used in prisons to calm inmates. Sports teams sometimes paint the opposing teams locker room pink to keep the players passive and less energetic.
While pink's calming effect has been demonstrated, researchers of color psychology have found that this effect only occurs during the initial exposure to the color. When used in prisons, inmates often become even more agitated once they become accustomed to the color.

When using pink in your labels consider how it is used in language: in the pink of condition, pinko, pink coat, tickled pink, pink champagne, pink elephant, pink eye…

Purple:

Purple is the symbol of royalty and wealth.
Purple also represents wisdom and spirituality.
Purple does not often occur in nature, it can sometimes appear exotic or artificial.

When using purple in your labels consider how it is used in language: Purple Heart, purple passage, born to the purple…

Yellow:

Yellow is a bright color that is often described as cheery and warm.
Yellow is also the most fatiguing to the eye due to the high amount of light that is reflected. Using yellow as a background on paper or computer monitors can lead to eyestrain or vision loss in extreme cases.
Yellow can also create feelings of frustration and anger. While it is considered a cheerful color, people are more likely to lose their tempers in yellow rooms and babies tend to cry more in yellow rooms.
Yellow can also increase the metabolism.
Since yellow is the most visible color, it is also the most attention-getting color. Yellow can be used in small amount to draw notice, such as on traffic sign or advertisements.

When using yellow in your labels consider how it is used in language: Yellow bellied, yellow rag, yellow alert, yellow pages…

Using the right colour combinations on your brand labels can make all the difference when it comes to sales and image. Every colour in your label creates a specific psychological reaction in your potential clients. When choosing, always make sure your label’s colours match your product’s purpose and your business objectives.