The Psychology of Color in Branding and Purchasing Power: How Color Theory Drives Food & Beverage Brands

By Kara Hollinger

At Made Outside, we know that color is more than just a visual element—it’s a strategic tool that taps into consumer psychology, especially in the food and beverage industry. The right use of color not only reinforces a brand’s identity but also impacts purchasing decisions in subtle but powerful ways.

A Lesson in Freshness

Natalie’s Orchid Island Juice is a great example of how color can communicate a brand’s values. Natalie’s uses vibrant green and orange across their packaging to symbolize freshness, health, and nature. The green, associated with organic and wholesome ingredients, assures consumers of the brand’s natural, farm-to-table product ethos. The orange reflects the fruit’s vibrant, sunny origins, playing into themes of freshness and vitality, and positioning the juice as both refreshing and nutritious. This use of color taps into health-conscious consumers who value natural ingredients and transparency, driving purchasing power by aligning brand perception with lifestyle.

Bold and Playful Branding

Poppy Handcrafted Popcorn takes a different, but equally effective, approach to color. Their bright, contrasting hues like bold reds, oranges, and blues reflect their playful, artisanal vibe. Red is often used to attract attention and stimulate appetite, while pops of color like teal or yellow evoke a sense of fun and uniqueness. Poppy’s use of bright, joyful colors communicates creativity and quality, making their popcorn feel like an elevated treat—perfect for gifting or indulging. The bold palette not only enhances the packaging but also evokes excitement, driving impulse buys and creating a memorable, happy experience tied to the brand.

Elevating the Snack Experience

The Gourmet Chip Company is another excellent example of how thoughtful use of color can shape consumer perception and drive purchasing decisions. Known for its upscale, handcrafted chips, The Gourmet Chip Company uses rich, earthy tones like deep browns, golds, and greens to communicate the artisanal quality and gourmet nature of its product. The brown and gold evoke warmth, sophistication, and craftsmanship, subtly positioning the chips as a premium offering in the snack category.

This color palette appeals to foodies and consumers who are willing to pay more for an elevated snacking experience, creating a perception of exclusivity and indulgence. By aligning its color choices with its brand values, The Gourmet Chip Company successfully attracts a discerning audience, using color to evoke emotions tied to luxury and quality, which directly impacts consumer buying decisions. Whether it’s promoting freshness, excitement, or sophistication, the right color palette can turn a product into a memorable, crave-worthy brand.

Using Color to Enhance Brand Strategy

At Made Outside, we apply these principles of color psychology to help our food and beverage clients connect emotionally with their target audience. Just like Natalie uses green to reflect health and Poppy uses bold tones to create excitement, we guide brands in using color as a tool to influence perceptions and drive sales.

The key to a successful color strategy lies in aligning it with the brand’s mission. Whether it’s an organic juice company using greens and oranges to project freshness, or a playful popcorn brand using vibrant hues to generate excitement, the right colors create emotional connections. These connections build consumer trust and loyalty, ultimately boosting purchasing power.

By blending creativity with market insights, we help brands stand out in a crowded market, using color to tell their story and make a lasting impression.

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