Food Business Tips – Using colours to attract more customers
Food is a unique in the fact that while it’s a necessity and is something we must consume several times a day, it’s also an intimate and emotional product. But as well as being merely being hungry, our food purchases are influenced by a number of additional factors including cravings, a desire to be healthy consciousness, and even moments of weakness. In this series of food business tips, we share some ways to attract more customers with colours
To sell products in your food business, you need to persuade potential customers to purchase your product and one of the initial factors in doing so is how your product is packaged. A popular saying in the food industry is that the first bite is with the eye and this applies to your packaging too! With us humans being such visual creatures, creating attractive, eye-catching packaging is key. In fact, research suggests that packaging can influence purchasing decision as much as 93%! And the colour of the packaging is a huge contributor to how a customer responds to the packaging.
It’s been shown that colours provoke different unconscious reactions within us, so how you choose to colour your product could be the difference between them placing it in their basket or leaving it on the shelf. Let’s take a look at a number of colours and what they signify:
Red is the colour our eye is attracted to first and is used in a lot of food packaging as a result; particularly on labels. It’s shown to increase our appetite and is found frequently in nature such as in fruits like berries and tomatoes
Yellow is known as the ‘happy colour’ as it’s known to cause the release of serotonin, the hormone responsible for our feeling of well-being. It also occurs frequently in nature, with the best example being the sun.
Blue isn’t found as frequently in food products as other colours and as a result, isn’t shown to make customers as happy as other colours. However, it’s still frequently used in food packaging because it’s shown to invoke feelings of calm and peace. It’s frequently used in snacks and comfort food because many packaged snacks were launched when the baby boomers were children and were marketed towards them specifically, so the association has stuck with them into adulthood. Add the subconscious feeling of calm and blue can pack a powerful punch.
Green is the colour of nature and promotes feelings of health and freshness. Products that make claims about health and well-being nearly always feature green in their packaging.
Shades of Orange are frequently found in nature and in many food products, particularly in products containing wheat and grains. It’s been found to promote feelings of wholesomeness or heartiness, implying that products that employ its use are satisfying and filling.
Purple isn’t found that frequently in nature, so its scarcity has made it seem luxurious; that’s why it’s so often associated with royalty. It’s often said to promote feelings of tranquility and calm.
Food business tips to use colours effectively
Quick Case Study: Vegemite
For a great example of great use of colour in food packaging, let’s take a look at good old Vegemite. Predominantly yellow, it’s designed to invoke feelings of happiness and well-being, which goes alongside its claims of the increased vitality you can expect from eating it. It also doesn’t hurt that yellow is one of the colours most closely associated with Australia. Additionally, it has an attention-grabbing red logo which does a good job of drawing the eye towards it. Combined, the two colours offer a potent product design which has made Vegemite one of the most successful food products in history.
https://coolors.co is a free colour scheme generator, use it to build a palette of colours that complement your business and your product
Food Business Tips, Advice, Training and Coaching
It’s often said that selling is a transference of feeling, and transferring the desired feeling to your potential customers through the use of colour is a great way of persuading them to buy your products. Match the right colour to your brand’s message and desired market segment and you’ll have a great way of connecting with your customers
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