The Major Influence of Color on Consumer Behavior
You’ve probably noticed that many fast-food outlets are painted in warm, bright colors such as red, orange, and yellow. The lighting is rarely subdued, unlike fine-dining restaurants where soft illumination and candlelight set a relaxed tone. Is this just coincidence—or do smart food marketers know something important about color in logos, packaging, and advertising?
Warm, “hot” colors bring energy with them and are proven to increase visual stimulation. They stimulate the brain, create excitement, and can even make people feel hungry. If you doubt this, think back to the last time you agreed to “supersize” those fries while standing inside a fast-food restaurant. What color were the walls?
On the flip side, blues and greens convey serenity, calm, and healing. That’s why many hospital and healthcare logos rely on cool tones. Red is NEVER used for any medical organization or product due to the blood color association. Gold, Silver, and metallic colors, meanwhile, symbolize wealth, quality, and prestige, and are often used to give products a high-end, sophisticated appeal.
Color in Action: Real-World Design Examples. Ted DeCagna has been a professional package designer in New Jersey since 1988 and has been called one of the best logo designers in New Jersey since 1985 due to his 31 design awards for his very unique, hand lettered and creative logo designs, and has seen firsthand how strategic color choices influence consumer behavior and buying decisions.
Professional Painters Product – Hawk Plate
Ted recently designed packaging for Hawk Plate, a product targeted to professional painters—an audience that is approximately 88% male. To appeal to this market, he chose a strong black package base paired with a bold, custom die-cut shape. Circular windows reveal much of the bright yellow painter’s plate inside, creating high contrast and instant visual impact. The black packaging commands attention on the shelf and is designed to strongly attract its intended audience. Teds client is in the process of getting Hawk Plate in Home Depot stores nationwide.
Women’s Empowerment Organization- House of Jules
A recent logo for a women’s empowerment group first called for gold and black to convey elegance, confidence, and authority, with purple added for a sense of royalty and refined femininity. The purple softens the overall look while maintaining strength and sophistication—appropriate for a women’s organization without drifting into an overly delicate or “baby-like” pink.
Summer Lemonade Brand
For a summer lemonade business, the design called for a playful, happy feel. Ted created playful hand-lettered typography using yellow-green letterforms for strong contrast and readability. He selected a green that matched the natural leaves of a lemon tree and added a yellow drop shadow with a bright highlight effect to give the letters a dimensional, almost three-dimensional look. Accents of yellow lemon illustrations balance the design, resulting in a logotype with a fresh, joyful summer vibe—exactly what the client requested.
PMC Paving Company
Some color choices are dictated by accuracy and industry standards. For example, the PMC Paving Company logo uses black and yellow—colors directly associated with asphalt, road striping, and construction safety. The result is an instantly recognizable and appropriate visual identity.
Making Color Work for Your Brand
At Ted DeCagna Graphic Design, we understand how to harness the power of color to support your brand and your products. With decades of experience designing logos and packaging that stand out, Ted has helped businesses across a wide range of industries—including restaurants and food products—make a lasting visual impact.
Whether you need a custom logo designer in New Jersey or a custom package designer in New Jersey, Ted DeCagna is the right choice to help your company or product rise above the competition and stand out in an increasingly crowded marketplace. Let us help you choose the colors that make your brand jump off the shelf—and stay in your customers’ minds.
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