Journal of Business and entrepreneurial
October - December Vol. 7 - 4 - 2023
http://journalbusinesses.com/index.php/revista
e-ISSN: 2576-0971
journalbusinessentrepreneurial@gmail.com
Receipt: 15 December 2022
Approval: 22 July2023
Page 1-8
The psychology of color in brand packaging
La psicologia de color en el packaging de la marca
Alex Rendón Alín
*
Carlos Escalante Vera
*
ABSTRACT
Color psychology is a field of study that is aimed at
analyzing the effect of color on human perception
and behavior, the results of several studies show that
colors and feelings are not accidentally combined,
that their associations are not a matter of taste, but
universal experiences deeply rooted in the infancy of
our language and our thinking. If we know how to
use colors properly, we will save a lot of time and
effort. Packaging and brading are treated as separate
disciplines. Packaging is about how a product is
protected and contained and branding is about how
the characteristics of the product are communicated
to the consumer through the brand, but if we pay
attention, it is clear that the two disciplines are in fact
deeply rooted. brand packaging unquestionably
provides the visual appeal of the product to the
customer in the product design process, from the
initial research to the development of the brand
concepts and message through the execution of the
design idea and finally to the production of the
packaging itself.
Keywords: business management, profitability
mechanisms, inns, hotels.
RESUMEN
Psicología del color es un campo de estudio que está
dirigido analizar el efecto del color en la precepción
y la conducta humana, lo resultados de varios
* MSc. Universidad de Guayaquil. alex.rendona@ug.edu.ec, https://orcid.org/0000-
0002-5499-9644
* MSc. Universidad de Guayaquil. carlos.escalantev@ug.edu.ec,
https://orcid.org/0009-0004-9001-5747
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estudios muestran que colores y sentimientos no se
combinan de manera accidental que sus asociaciones
no son cuestiones de gusto, sino experiencias
universales profundamente enraizadas desde la
infancia de nuestro lenguaje y nuestro pensamiento.
si sabemos emplear adecuadamente los colores,
ahorraremos mucho tiempo y esfuerzo. El packaging
y el brading se trata como disciplinas separadas. El
packaging trata sobre la manera de proteger y
contener un producto y el branding , sobre cómo se
comunica al consumidor las características de dicho
producto a través de la marca sin embargo si
prestamos atención , resulta evidente que ambas
disciplinas están en realidad muy enraizadas .el
packaging de la marca proporciona indiscutiblemente
el atractivo visual del producto dirigido al cliente en
el proceso de diseño de mismo, desde la
investigación inicial hasta el desarrollo y de los
conceptos y el mensaje de la marca pasada por la
ejecución de la idea del diseño y finalmente la
producción del propio packaging.
Palabras clave: gestión empresarial, mecanismos
de rentabilidad, hosterías
INTRODUCTION
It is unquestionable that every buying and selling action is achieved through the visual
impact of the product on the customer, therefore all visual communication activity is
structured based on the compositional management of lines, shapes and colors.
These factors have motivated that the present work has as purpose to exalt the
importance of the psychology of the color in the design and therefore reinforcing the
strategies in the field of the advertising, we have considered the psychological aspect
that causes each color in the minds and emotions of the receiver, let's remember that
we all are visual at the moment of choosing a product, good or service, since the
influence of the color not only is located in drinkable or edible products, but also when
observing the marks represented by logos, this fact of observation becomes decisive at
the moment of the election in diverse commercial scopes.
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The present work covers mainly the psychological effect of color in the minds of the
consumer, according to the study conducted all people are governed by colors and these
in turn betray their personality and mood, thanks to this we can define the
characteristics of the various existing target groups without discarding their habits and
even their intellectual level.
Age plays a preponderant role when choosing the color according to the need to
promote and sell the image of a company or product, during the structural and
chromatic development prior to the selection of colors for a brand, the legibility of the
brand must be considered and this leads to the selection of the appropriate typography
(typeface) to create the process of brand recall with the indisputable support of color
and typography, thus creating a successful Packaging.
The contrast of color in brands has a captivating effect on the receiver, knowing how to
mix warm and cold colors in a measured way without creating visual noise and chromatic
saturation, these details are responsible for the products to remain in the first places of
acceptance in current times.
For the realization of this article, several researches have been made about multiple
areas involved in packaging design, such as graphic design, color psychology, advertising
and branding.
The packaging must contain, persuade, present and inform, and the design must allow
easy identification with the product, that is to say, the name must be relevant to what
the packaging is offering.
According to GAVIN AND HARRIS, (2011) packaging is branding, that is to say that
many brands stand out through good elaboration or production of packaging, added to
this the correct use of artistic composition, typography and good use of color, packaging
is part of a set of graphic communication elements that are transmitted through
advertising, marketing, public relations and viral electronic communications. However,
it could also be said that packaging and brand are essentially inseparable. It could be said
that packaging is branding, that packaging represents the manifestations of the brand and
that the brand lives and is realized thanks to the packaging. For the end user, packaging
is part of the product, it is what generates trust and development, loyalty towards the
product, to achieve brand loyalty is the real challenge of the packaging designer.
Packaging and its design have come to play an increasingly relevant role in the branding
exercise, as it is not only concerned with the need to contain and protect a product,
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packaging has become more sophisticated and today plays a key role in the branding
process. (HARRIS 2011).
Branding and packaging have a life cycle, which means that there is a need to regularly
evaluate and modify certain aspects to maintain a brand, among its attributes we can
count the brand personality which is governed by the influence of the lines and geometric
shapes that make it up. When a brand no longer connects with its target market, it is
usually the time to undertake a rebranding process of the product or line to correct
them. When undertaking a brand overhaul, the first step is to identify and focus on the
features that really matter. Often, designers are faced with too many things, such as a
limited budget, which hinders the normal development of creativity. Once they have
decided what is important, they can examine where the brand stands in relation to the
competition. Existing brands are better known in the market and consumers have
already made their associations, good or bad, a new brand does not have that burden
and represents a blank slate to be placed in front of customers. In order to stand out
from the competition, new brands often opt for a different approach to those adopted
by similar products. If this strategy is successful, it may happen that, over time, the
competition will copy this brand and it will inevitably end up lost in a sea of similar
designs. Then a redesign or repositioning can be undertaken considering the increase in
competition in an economic and global way, as a second point we can teach the
emergence of exaggeratedly segmented markets, in addition to the short life cycles of
products, without ruling out the changes in habits and attitudes of customers.
Emotional design. Colors are visual elements that are part of the brand identity, they
can provoke different types of emotions, colors attribute to a product, personality and
style, allow them to be identified and remembered more easily, providing better
presentation of the product and positioning it in the market, since it is easier for the
brain to encode the colors of a text. We know much more about feelings than colors,
so each color can produce many different effects, often contradictory. The same color
acts differently on each occasion. The same red can be erotic or brutal, inopportune or
noble. The same green can seem healthy, poisonous or soothing. A radiant yellow or
hurtful. No color appears isolated, each color is surrounded by other colors. An effect
involves several colors that convey sensations and emotions in consumers (Héller 2017).
MATERIALS AND METHODS
The present investigation used the mixed method, which is the Quali-Quantitative
method, in order to study the social environment, describing each of the variables
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5
presented in this work. As for the techniques, the descriptive exploratory technique can
be mentioned.
The research design or the way of collecting information will be the basis for the relevant
results. In the present project, the population will be taken as the total number of people
residing in the Tarqui Parish of the city of Guayaquil, who represent 2'7000,000
inhabitants, data taken from the Ecuadorian Institute of Statistics and Census (INEC).
Formula: Infinite.
(
1.96
)
2
(2'700,000)(0.50)(0.50)
n =
0.05
2
(1'050.826 - 1
)
+
(
1.96
)
2
(0.50)(0.50)
1009213.29
n =
2628.0229
n = 384
RESULTS
As a result obtained, the consumers that most attracts their attention within the
packaging is the brand, having as second option the typography and as third option the
2
!𝑍.!𝑁 .!𝑝𝑞!
n!=!
2
𝑒!
(𝑁!- !1
)!
+!𝑍
2
!
𝑝𝑞!
n= Sample size N=
Population:
Z= Reliability
e= Margin of error
P= confidence ( % if
occurrence)
Q=error ( % does
2'700.00
0
1,96
5%
0,5
0,5