In the industry of the food and beverage, colour plays an important role beyond just aesthetics – it influences consumer perceptions, emotions, and ultimately, purchasing decisions. Colour psychology explains how colours affect human behaviour and emotions. From restaurants to product packaging, the strategic use of colours can evoke specific emotions, influence appetite, and shape brand experiences. In this article we will dive into how colours influence food and beverage branding.
The Influence of Colour on Consumer Behaviour
Research has shown that colour can significantly influence consumer behaviour in the food and beverage industry. For example, studies have found that warm colours like red, orange, and yellow can stimulate appetite and encourage impulse purchases, making them popular choices for fast-food chains and snack brands. Similarly, cooler colours like blue and green can convey a sense of freshness and healthiness, appealing to consumers seeking healthier options.
The Psychology of Colour
Colour psychology explores the psychological effects that different colours have on humans. Each colour carries unique associations, emotions, and cultural meanings, which can profoundly impact consumer perceptions and behaviour.
Some key colours and their psychological effects in the context of food and beverage:
Red: it is bold and attention-grabbing, red is often associated with energy, passion, and stimulation. In the food industry, red is known to increase appetite and evoke feelings of excitement and urgency. Fast-food chains often utilise red in their branding to create a sense of urgency and encourage impulse purchases.
Some brands that uses red in their logo and branding: [image]
- McDonald’s
- KFC
- Coca-Cola
- Wendy’s
- Pizza Hut
- Redbull
- Kellogs
- Nescafe
- KitKat
- Smirnoff
- Budweiser
Yellow: is bright and cheerful, yellow is associated with warmth, happiness, and optimism. In the food and beverage industry, yellow can evoke feelings of joy and positivity, making it a popular choice for brands aiming to create a welcoming and inviting atmosphere. Yellow is a common colour in the fast food industry because it inspires joy and is also known to stimulate appetite.
Some brands that uses yellow in their logo and branding: [imaeg]
- Lay’s
- Lipton
- Hard Rock Cafe
- Chupa Chups
- McDonald’s
- Subway
- Cheetos
- Maggi
- guzman y gomez
Green: Represents nature, health, and freshness, green is often associated with tranquillity and balance. In the food industry, green conveys messages of health and wellness, making it a popular choice for brands offering organic or sustainable products. Green is also known to have a calming effect, making it a suitable choice for brands promoting relaxation and mindfulness in their dining experiences.
Some brands that uses green in their logo and branding: [image]
- 7up
- Sprite
- Hello Fresh
- Heineken
- Starbucks
- Tropicana (juices)
- Whole Food
- Tanqueray
- Monster Energy
Blue: Cool and calming, generally associated with serenity, trust, and professionalism. While less commonly used in food branding due to its appetite-suppressing effects. Lighter shades of blue can evoke feelings of relaxation, freshness and cleanliness, making them suitable for brands focusing on hygiene and purity.
Some brands that uses blue in their logo and branding: [image]
- Pepsi
- Absolut Vodka
- Oreo
- Hellmann’s
- Nesquik
- Quaker
- Bombay Sapphire Gin
- Blue Moon Brewing Company
Orange: Vibrant and energetic, orange is associated with enthusiasm, creativity, and warmth. In the food industry, orange is known to stimulate appetite and evoke feelings of excitement and friendliness. Brands seeking to create a playful and energetic atmosphere often incorporate orange into their branding, particularly in casual dining establishments.
Some brands that uses orange in their logo and branding: [image]
- Cointreau
- Aperol
- Jägermeister
- Crush
- Sunkist
- rashays
- Dunkin Donuts
- T2 Tea
- San Churro
Purple: Associated with luxury, creativity, and royalty, purple is often used to evoke a sense of elegance and sophistication. In the food and beverage industry, purple can convey a premium quality and exclusivity, making it a popular choice for upscale dining establishments and gourmet food products. Purple is also associated with creativity and imagination, making it a suitable choice for brands looking to stand out and appeal to a niche audience.
Some brands that uses purple in their logo and branding: [image]
- Crown Royal Whisky
- Açaí Roots
- Amazonia (and yellow)
- Cadbury
- Wonka
- Milka
- Taco Bell
Pink: Soft and feminine, pink is associated with romance, sweetness, and tenderness. In the food industry, pink is often used to convey indulgence and playfulness, making it a popular choice for confectionery brands and dessert products. Pink is also known to have a calming effect, making it a suitable choice for brands promoting relaxation and comfort in their dining experiences.
Some brands that uses pink in their logo and branding: [image]
- Pink Whitney (New Amsterdam Vodka)
- Pinkster Gin
- Baskin Robbins
- Donut King
Brown: Warm and earthy, brown is associated with stability, reliability, and warmth. In the food industry, brown is often used to convey a sense of tradition and comfort, making it a popular choice for brands offering hearty and home-cooked meals. Brown is also associated with natural ingredients and authenticity, making it a suitable choice for brands focusing on organic and rustic food products. And chocolate brands because of its colour relation with it
Some brands that uses brown in their logo and branding: [image]
- M&M
Black: Bold and sophisticated, black is associated with power, elegance, and luxury. In the food industry, black is often used to convey a sense of sophistication and exclusivity, making it a popular choice for upscale dining establishments and gourmet food products. Black is also known to create a sense of mystery and intrigue, making it a suitable choice for brands looking to create a unique and memorable dining experience. Some brands that uses brown in their logo and branding: [image]
White: Clean and minimalist, white is associated with purity, simplicity, and cleanliness. In the food industry, white is often used to convey a sense of freshness and purity, making it a popular choice for brands offering clean and natural food products. White is also known to create a sense of space and openness, making it a suitable choice for brands promoting a modern and minimalist aesthetic in their dining experiences. Some brands that uses brown in their logo and branding: [image]
The Importance of Colour in Branding and Packaging
In branding and packaging design, colour choices are carefully considered to align with brand identity and evoke desired emotions. The strategic use of colours can help differentiate brands, communicate product attributes, and create memorable brand experiences. Whether it’s the bold red of a fast-food logo or the calming green of a health food product, colours play a crucial role in shaping consumer perceptions and driving purchasing decisions.
Colour psychology is a powerful tool in the food and beverage industry, influencing consumer perceptions, emotions, and behaviour. By understanding the psychological effects of different colours and strategically incorporating them into branding, decor, and packaging, food and beverage brands can effectively communicate their brand identity, evoke desired emotions, and ultimately influence consumer behaviour. As the industry continues to evolve, using the power of colour psychology will remain essential for brands looking to stand out and succeed in a competitive market.
At The Brand Mixology, we take very seriously the strategy and design process. We incorporate all our knowledge into your brand identity. Let me help your business to find your unique flavour and level up brand with a made-for-you brand identity.
