What’s your favourite perfume colour? Do you like blue perfumes, pink perfumes, red perfumes or purple perfumes? Does the colour of the packaging of your perfume tell you anything significant about how the fragrance smells? Or it’s just a way of catching your eye and making the perfume easier for you to notice on a shelf among dozens of other products waiting patiently for you to try them? In this blog, we take a look at the use of colour in perfume packaging and discuss what, if anything, colour communicates about a fragrance, and how perfume colour psychology works in the world of perfumes.
Consumer psychologists commonly say that a consumer will make a mental evaluation of a product, which significantly affects their purchase decision, within 7 seconds of seeing it. Furthermore, in the retail world, quite commonly we perceive products with our eyes first, before experiencing them, and that visual perception strongly influences our initial evaluation of a product. Because of this, packaging and visual cues are of primary importance when marketing retail products, regardless of how the product will actually be used. Consequently, fragrance manufacturers and retailers invest a significant amount of time, effort and resources in designing the visual components of their products, such as the flacon design, box, merchandising display units, and other promotional collateral, all in order to foster a desirable perception among the target audience, distinguish the product from competitors, and increase its likelihood of being picked off the shelf and consequently, being bought and adopted.
One peculiar beauty of fragrance is that the sense of smell can be the first point of experience before the actual product is seen. This can happen, for example, when you meet a lady wearing a pleasantly scented warm, floral, powdery, vanilla-scented fragrance and ask her, “Nice perfume, which one is it?” and if she’s willing to tell you the secret, she can say, “Oh, thank you very much it’s actually Junoon by Al Haramain.”
At this point, the creamy white, elegant golden capped bottle with an equally elegant golden nameplate won’t matter anymore as you would have already decided that this is a fragrance for you to put on. In this case, the influence of the fragrance’s packaging on the purchase decision is significantly reduced. However, it is doubtless that the eye is most frequently the first to perceive a new perfume. So, why does colour matter?