cute pink product packaging

How to Determine the Perfect Colors for Product Packaging

Have you ever received and opened a parcel and felt genuinely impressed about how a product was packaged and shipped? As a business owner, you want to emulate that same impression from your customers and put some effort into product packaging.

One key element that usually stands out with product packaging is its color. Plain cardboard packaging may protect the contents of a parcel, but it won’t do anything to wow your recipient. Adding a splash of color can liven it up, but it can be difficult to figure out what colors you should be using in your product packaging. 

Here’s a short guide on what steps you can take to narrow down what color would make your brand’s product packaging perfect.

Assessing the Product and Audience

It would be a safe move to choose a color that’s already associated with your business for cohesion and brand recognition, but it can really depend on the product. What if you have a particular collection and theme that you want to stand out? Or perhaps a limited edition piece that you want to hype up? Going out of the box (pun not intended) can generate a good reaction.

Another thing you want to consider when choosing your color for packaging is the audience receiving them. If you’re shipping internationally, you may want to have a background check about the cultural meanings behind different colors. One color may be taboo in others, and a customer of a different culture will appreciate all-inclusive brands.

Picking a Color Family

With the insight mentioned above, pick a color family you want your product packaging to commit to. You can have containers custom-made if you can’t find the exact tone and hue you want, but picking a general color family will give you somewhere to start. 

One of the most popular choices when it comes to cardboard product packaging is a deep navy blue. It provides mystery about what’s inside and is an excellent background for any white or gold accents and texts. Plus, it can conceal any cracks and creases during the delivery process.

Other famous color families include:

  • Red. Red has been a color used in food commercials and on many occasions. This versatile color is always the center of attention, appealing to many people. 
  • Green. Many companies want to express eco-friendliness, so a touch of green on the product packaging can help push that impression forward. 
  • Neutrals. White and black usually symbolize minimalism and simplicity, which can be used for almost any product. 

Choosing a Shade

When you’ve finally narrowed down what color family you’re going to go with, it’s time to pick what vibrancy and shade you want to incorporate. There are various ways to choose a shade, but it mostly depends on the general aesthetic of the brand or collection. 

Here are a few examples of what you can do:

  • Pastel. Pastel shades can be really delightful to see during Easter and spring season, but it doesn’t have to be limited to that. If your brand projects soft aesthetics, these types of shades can be received well. 
  • Bold. Bold and loud colors can capture one’s attention. A bright shade of purple, pink, orange, yellow, and lime would go so well with the summertime.
  • Muted. Muted or desaturated colors can be really easy on the eyes and suitable for product packaging during the fall season. 


Going through these steps can help you get closer to choosing the best color for your product packaging. Personalize it so that it’ll stand out from the other packages your recipient will receive to leave a good impression. 

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