Colors play an extremely important role in brand marketing and design, especially in the food industry. They are able to evoke emotions, influence the perception of products and make purchasing decisions by consumers. Understanding the psychology of color allows brands to create stronger and more engaging marketing efforts.
Many people don't realize that each color affects us and our purchasing decisions differently. In marketing, this is extremely useful knowledge. Why? In this way, we can create brands in a way that evokes the expected emotions of the audience.
Here are some basic colors and their meaning in the context of food brands:
Red: represents energy, passion and excitement. It is often used to attract attention and evoke emotions related to appetite. Perfect for brands that want to emphasize the intensity of taste or emotion.
Green: associated with health, freshness and nature. Food brands that promote organic, natural, or healthy products are often chosen.
Blue: Identified with trust, calmness, and professionalism. Although it is rarely used for food packaging, it can be used in the context of brands promoting water or frozen foods.
Yellow: evokes feelings of joy, optimism and warmth. It can be used to emphasize the brand's light and friendly nature.
Black: represents elegance, luxury and modernity. It is often used by premium brands.
source: thelogocompany.net
Colors can influence how consumers perceive a brand, which in turn affects purchasing decisions. It is worth remembering that this is important not only in the development of a logo or sign book, but also in current marketing communications. The brand must be consistent at every level. Only then will it be remembered by the audience.
Below you will find some examples of brands that you probably associate perfectly. These are examples of perfectly designed brands, not only for storytelling and product pages, but also for making the right color choices.
Coca-Cola
Coca-Cola is a classic example of a brand that uses red effectively. Red in combination with the white logo is recognized all over the world and is associated with the joy and pleasure of drinking this drink. Red highlights energy and emotion, which is consistent with the brand's marketing campaigns that encourage you to share joy.
It's important to note that Coca-Cola has consistently adhered to its chosen colors over the years, as you can see in the examples below.
source: www.historyoasis.com/post/sign-of-good-taste
source: www.thaipr.net
Whole Foods Market
This American grocery store chain perfectly uses the color green to emphasize its commitment to offering organic and natural products. Green color not only conveys freshness and health, but also builds trust among customers who are looking for eco-friendly products.
source: andnowuknow.com
Tiffany & Co.
Although it's not a grocery brand, but a jewelry brand, it's a great example of a perfectly constructed strategy. It's also a great example of how color can become part of a brand's identity. Their signature blue, known as "Tiffany Blue", is a symbol of luxury and sophistication. In the context of food, a similar strategy can be adopted by premium brands offering exclusive products.
source: www.professionaljeweller.com
Color psychology is a powerful tool that can significantly influence the perception of a brand by consumers. Careful use of colors can enhance a brand's appeal, create its identity, and influence customers ' purchasing decisions. Examples like Coca-Cola, Whole Foods Market, or Tiffany & Co. they show how effective the use of color can be to increase brand awareness and loyalty. In the food industry, where emotions and appetite play a key role, understanding and applying color psychology is not only useful, but also absolutely necessary for success.
Junior specialist in Marketing Communications and PR.
He is a graduate of the University of Warsaw and the Main School of Agriculture. We have been in the HoReCa industry for more than 10 years. For many years, he has been associated with the Trip group, Sobienie Royal Golf and Country Club, and the Florentin Restaurant in Warsaw.
She graduated from the Faculty of Architecture of the Warsaw Technical University with a degree in Architecture for the Knowledge Society and Visual Communications at the Polytechnic University of Milan. A specialist in creating a mood. She has gained experience at home and abroad at numerous international seminars (Seville, Lisbon, Florence), fellowships at La Sapienza (Rome), etc. m.in. in Carmi e Ubertis and ADM Milano.
A manager with many years of experience in the cosmetics, food, and children's industries. During his career, he was associated with such companies as: L'Oreal, Samsung, Danone-Nutricia, Unilever. During his professional life, he was responsible, among other things, for the development of e-commerce sales and content in Poland and the countries of Central and Eastern Europe. 
