The Psychology of Colour in Traditional and Plant-Based Meat Packaging

The article discusses the psychology of colour in traditional meat packaging compared to plant-based meat packaging. Traditional meat products often use red to convey freshness and juiciness, black and white for sophistication, and blue for trust and safety. In contrast, plant-based products commonly use green to highlight natural ingredients and sustainability, bright and vibrant colours for a modern appeal, and brown or beige to mimic the look of meat and promote sustainable eating habits.

The article emphasizes the significant influence of colour on consumer choices and suggests that businesses must understand their target audience to optimize sales. By analyzing successful examples from both traditional and plant-based categories, companies can develop strategies that effectively utilize colour to attract consumers. For more insights on colour choices and support for alternative protein strategies, readers can refer to the full ProVeg guide on the New Food Hub or reach out to ProVeg for additional assistance.