When using colour psychology in FMCG packaging, brands need to look beyond consumer emotions. Cultural differences, market trends, and local nuances play a big role.
Colours carry different meanings across cultures. Recognising these associations avoids misunderstandings, and helps colour choices fit with local expectations.
Red is associated with luck and celebration in China but often represents urgency or danger in Western contexts.
Black symbolises sophistication and luxury in many Western countries but may signify mourning in parts of Asia.
White is often linked to purity in Western cultures but is traditionally associated with mourning in some Asian and Middle Eastern cultures.
Religion impacts consumer perception. Being mindful of these influences helps brands connect with consumers on a deeper level.
Green is often considered sacred in Islamic cultures, while yellow and gold can be associated with prosperity in Hindu culture.
Colours also carry seasonal meaning. Seasonal packaging works, but it needs to match regional holidays.
Red and green are strongly linked to Christmas in Western cultures, while orange and black are tied to Halloween.
Some regions have regulations around packaging colours and designs, particularly for products like tobacco and alcohol.
In some cases, specific colour uses or design elements may be restricted or standardised to reduce appeal to certain age groups.
In specific product categories, certain colours may be overused or saturated in a market, making it challenging for a brand to stand out.
Green is seen everywhere in eco-friendly product packaging. While it’s very effective for signalling sustainability, using it creatively or pairing it with unique accents can help distinguish the brand in a crowded market.
