Desjardin Blog - EN

Investigations into what colors mean and how they influence consumers have brought marketers and packaging designers a mix of clarity and appetite for deeper knowledge. While there are plenty of studies to draw from to make useful assumptions about new designs, there are still many unanswered questions about the relationship between colors and emotions. Here are some of the findings that many researchers agree upon that can help designers understand why colors play a major role in consumer choices and behavior.

People understand and react to colors in mysterious ways. Some colors can elicit both positive or negative responses while others lean more in one direction. Most colors, other than gray, are associated with overall positive emotions. That's what years of color research has found, yet scientists still haven't answered some of the deepest questions about the connection between colors, emotions and behavior.

 The link between colors and emotions taps into deep psychology that is still not completely understood by researchers. While it's clear that color can be perceived and felt in multiple ways, packaging designers can use known studies of the past century and earlier to gain insight in how colors play a compelling role in attracting consumers in retail stores and affecting purchasing decisions. 

The opinions of consumers in the United States and Europe will have a large effect on shaping the future of food packaging. In the U.S. over 50% of people say that one of the most important factors for packaging is convenience. Additionally, over 90% of people believe that healthy eating habits are important to having a long life, 70% of people try to eat healthy every meal, and 60% of people realize when they aren’t eating healthy and would like to improve [1]. This increased awareness of how food and health are related is a big change from the fast food obsessed USA of the past. These trends will undoubtedly influence food packaging as consumers continue to look for convenient and healthy food options.

The Metal Recycles Forever Logo is designed to be used on tin and aluminum packaging. It is a small logo created by the organization Metal Packaging Europe to promote the use of recyclable metal packaging. When used on packaging it certifies that the package is designed with recyclable and sustainable properties in mind. It provides consumers with a visual symbol to acknowledge that the product package they are purchasing can be recycled and hints that the company using the package is environmentally conscious [6].

Public sentiment towards using metal packaging is improving in Europe. People are becoming more aware of the negative consequences of utilizing non-sustainable forms of packaging. This has lead to more people actively choosing to use products they know are sustainably made, can be recycled, and are better for the earth than plastic packaging. A major factor for this increase is due to the public’s increased exposure to information about how recyclable metals are a sustainable form of packaging.

What is the universal perfect package? This is a question that really has no answer. Packaging is best designed specifically to meet the needs of each product. In the cosmetic field there is a huge range of products, so the best form of packaging varies greatly on the product’s intended purpose, ingredients, and targeted audience.

At one time not much thought went into packaging food products other than whatever it took to keep food from spoiling and provide the longest possible shelf life. But in recent decades, marketers have been diving deeper into psychological research that helps connect visual stimulation with consumer behaviour. Here are unique ideas for modern food packaging.

The food packaging industry has gone through many changes since the rise of the first metal packages. Industrialization was the driving force behind metal being an early choice of material for the mass commercialization of food products. Here are key turning points in history since the industrial revolution that have led to the current state of increasing demand for packaging made with aluminum and other metals.