Bold Packaging Trends: How 'Colour Maxxing' Shapes Buying Habits

How 'Colour Maxxing' Is Changing What—and How Much—We Buy

A growing trend in packaging design is pushing brands toward brighter, bolder colours. Known as colour maxxing, this approach aims to grab attention and influence how consumers use products. But research shows that while vivid hues can boost sales, they also change usage habits in unexpected ways.

The packaging industry's leading design trend for 2026 is colour maxxing, where brands adopt highly saturated palettes to stand out on shelves. Studies suggest these bold colours make products appear more potent, which can alter how much people use. For example, consumers applied a third less multipurpose cleaner from brightly coloured bottles but used more than twice as much hand sanitizer from muted packaging.

The effect extends beyond packaging. Advertisements and product images with saturated backgrounds also trigger similar responses. This shift in perception has practical consequences: for products at risk of overuse, bold colours may encourage more conservative dosing. Conversely, for items with safety risks, vivid packaging could lead to underdosing—though clear instructions can help counter this. Despite the potential downsides, bolder packaging does increase purchase intent. Products like laundry detergent, work gloves, and coffee makers scored higher in consumer interest when wrapped in striking colours. However, the strategy isn't universally beneficial. For gentle or mild products, overly vivid packaging might clash with the brand's message. And while bold exteriors can drive initial sales, muted containers for home storage may encourage more frequent repurchases. The trade-off is clear: brighter packaging can slow consumption, stretching the time between purchases. For brands, this means balancing eye-catching designs with the risk of reduced usage—and potentially lower revenue over time.

The rise of colour maxxing reflects a broader push for visual impact in retail. Brands now face a choice: use bold colours to attract buyers or adjust designs to maintain product usage levels. The right approach depends on the product, its purpose, and how much control a company wants over consumption patterns.