Color: it’s all in your head

Packaging for I am Fragrance. Designer: Gale Peck

Packaging for I am Fragrance. Designer: Gale Peck

In graphic design, color has a lot of influence. Our reaction to color is so subjective that it’s impossible to look at color without some kind of emotional response. Here’s a real-life example and a favorite advertising story:

Three different colors were tested for the packaging for the same laundry detergent: those who tried the detergent in the yellow package felt that it didn’t get their clothes clean enough. The blue package tested well; those who tried that detergent thought did a great job. When the red detergent was tested, it was thought to be too powerful. Some even claimed it made holes in their clothes!

Lesson? Never underestimate the power of color in graphic design!