Why is colour such an important part in packaging design?

When we talk about paper, we are not just talking about a blank sheet, but a surface with infinite technical and mechanical characteristics. It can have different weights, sizes, finishes and even colours.

Favini papers represent a wide range of shades, with each colour available in different nuances and finishes. Packaging is a key element in the consumer’s decision-making process: It allows the product to stand out from its competitors and communicates both visually and also conveys  intangible values. It is no coincidence that it is considered within one of the 4 Ps of marketing, as part of the P for product.

In 2025, on our social media channels, we decided to publish a series of Favini papers by colour each month, attributing certain aesthetic characteristics and intangible values to each one. The public’s response was immediate; numerous comments, interactions and saves of the posts confirmed its success. We are delighted with the result; it is always wonderful to inspire creative people!

When designing effective packaging, it is essential to consider each stage of the consumer’s decision-making process. Packaging, and colour in particular, play a role in each of these stages, influencing perception, emotion and behaviour.

1. Consideration. This is the initial stage, in which the consumer processes the available information and evaluates the alternatives. At this point, the packaging helps the product stand out and makes the brand immediately recognisable.
2. Colours, materials and finishes help to create an emotional connection with the product, reinforcing values such as reliability, desirability or prestige. It is no coincidence that, in the world of luxury, colour is often a key tool in emotional branding.
3. After processing information and emotions, the consumer proceeds to purchase. Consistent, well-designed packaging can facilitate this choice and make it more immediate.

In this process, packaging becomes a real means of communication, capable of influencing consumer decisions. Colour, together with texture and graphic elements, plays a central role: It is not a random aesthetic choice, but a design element to convey specific messages.

This is where the concept of colour psychology comes in, according to which each shade is capable of evoking different feelings and emotions, influencing the perception of the product and the brand.

The choice of colour for packaging design is the result of a series of decisions that bring together a brand identity, the message to be communicated and the material support. Colour never acts alone, but interacts with the paper, printing and finishes, helping to define the overall perception of the product.

Favini papers follow this design process by offering a wide variety of shades for each colour, together with different finishes, embossing and inclusions. These elements allow you to modulate the colour, enrich its visual impact and enhance the packaging, particularly in high-end projects, where every detail contributes to building value.

Below is a selection of Favini colours and papers. The entire range can be explored on our website by using the colour search filters.

Discover all our papers and find the one that best suits your projects by using the search filters on our website.

Be inspired