Certain colours have strong associations within cultures. In many Western cultures, black is associated with death. Traditionally, it was seen as an inappropriate colour for packaging food – “Eat this and die!” Time has moved on and black (particularly with some metallic colours) is seen as a sign of luxury and high quality (think of chocolate and other luxury foods packaged in this way).
Years ago, New Zealand marketed butter in parchment (white) wrapping. White is associated with death in many Asian countries and no, it was not appropriate for consumers within some markets. The rules are no longer “black and white” and in many markets consumers will accept a much wider range of colour options as acceptable in product packaging. Still, If you are marketing overseas, it pays to check these associations with your potential consumers. You do want them to pick up your pack from the shelf!
Brilliant Reflections/Consumer Research Specialists 