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They get crafty with colors
You might think that pretty packaging is designed to look aesthetically pleasing in your medicine cabinet -- and sure, that's part of what makes some products so appealing. But cosmetics companies are way more conniving when deciding what color palette to use when creating product lines."What we know as branding specialists is that certain colors resonate with consumers and convey certain feelings," says Bennett. So what do specific colors say to our subconscious minds? Perner and Bennett break it down:
• Black: This is the color the modern cosmetics consumer trusts. It's strong. It's definitive. It's sexy.
• Blue: This color is calming and associated with reliability and trustworthiness. Various shades of blue -- slate, teal, aqua -- are often used in skin care products because they feel clean and clinical.
• Gold: This color often speaks to a more mature customer.
• Silver: This color tends to be used when a brand wants to communicate modernity.
• Purple: This color can help a brand feel more feminine.
SEE NEXT PAGE: They promise skin-enhancing benefits
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