June 4-6, 2025 • Broward County Convention Center • Fort Lauderdale, FL

The Psychology of Color in 2024 – Using Color to Drive Consumer Demand

— North America's Largest B2B Floral Show —

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Author: Cindy Hanauer

Color is a powerful tool for product packaging and marketing and can affect the way consumers purchase items. Studies have shown that color has a huge impact on an individual’s mood and emotions and can even influence their buying decisions. For example, researchers have found that people tend to associate certain colors with certain values, such as valuing the color blue for its calming and professional connotations.

When it comes to product packaging, colors tend to affect consumer purchasing decisions in several ways. Firstly, certain colors can effectively grab the attention of shoppers. In a supermarket, a brightly colored package or label may draw a customer in faster than a product that has a more muted color palette. Secondly, colors can also provide a sense of security and reassurance. For instance, products with blue packaging often give customers a sense of trustworthiness and reliability, reassuring them that they are buying a quality item.

As well as influencing shoppers’ attention, colors can also affect a customer’s evaluation of the product’s quality. For instance, research has found that people anonymously judged, orange-flavored candy to be much sweeter and of higher quality if it was presented in an orange wrapper compared to one that was white. Similarly, food with red packaging has often been found to be perceived as being spicier than the same item with a different color.

Overall, it is clear to see that color has a huge influence on consumer purchasing. Colors have the power to make a product stand out, as well as portraying a specific message or feeling to potential buyers. Businesses should consider the implications of each color by evaluating how different colors can affect people’s emotions and buying decisions. By using the right hues and tones, a business has the potential to drive sales, catch the eye of customers, and boost their overall brand image.

So, what are the most powerful colors projected for 2024 by the most renown color experts?  Here’s a comprehensive reference guide for your 2024 planning:

  • Peach Fuzz: Pantone
  • Persimmon: HGTV Home by Sherwin-Williams
  • Ironside: Dutch Boy
  • Cracked Pepper: Behr
  • Renew Blue: Valspar

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