From the color composition to the color psychology: Soft drink packaging in warm colors, and spirits packaging in dark colors

Abstract

AbstractThis research analyzed the relevant practices in the color composition of packaging and its color psychology for soft drink and spirits products in the world‐renowned packaging design competitions. The packaging color characteristics of the two types of products were analyzed using a quantitative analysis‐based approach (using HSV color model), supplemented by qualitative analysis. The colors of 534 drink packages were analyzed quantitatively, and the three main components of soft drinks and spirits packaging were evaluated in terms of hue, saturation, and value. The color ranges and characteristics of soft drinks and spirits were summarized and compared. The results showed that the vast majority of both products used multi‐color packaging. Soft drink packaging is mostly colored with high value of red, orange, and yellow hue areas, while spirits packaging mostly uses low‐saturation colors. In addition, the average saturation (42.44%) and average value (78.18%) of the main color of soft drink packaging were higher than the average saturation (25.94%) and average value (57.55%) of spirits. Soft drink products are mostly packaged in white or warm colors to gain consumers' attention, while spirits are packaged in black to highlight the high quality and taste. This study shows that the color composition of soft drink and spirits packaging is clearly different. It also reflects that specific colors have a specific psychological meaning, thus causing people's psychological resonance and recognition, which has positive significance for further research on the influence of color psychology on product packaging.