Amber vs. Clear Packaging – Does Color Matter?

When choosing packaging for your product, the material and size are usually the first decisions you make. But the color of your packaging—particularly when it comes to jars and bottles—plays a surprisingly important role in how your product performs, looks, and is perceived by customers. Amber and clear bottles are two of the most common options in both plastic and glass forms, and each offers unique benefits.

So, does color really matter? In short: yes. Here’s why.

Ultimately, your packaging color should support your product’s performance, enhance the customer experience, and align with your brand identity. It’s not just about aesthetics—it’s about function, storytelling, and how your audience connects with what you’re offering.

If your product needs protection from light to preserve its integrity, amber packaging sends a strong signal of quality, care, and reliability. It reassures customers that what’s inside is potent, fresh, and professionally formulated.

On the other hand, if your product’s appearance is a key part of its appeal—such as vibrant juices, colorful gummies, or luxurious skincare formulas—clear packaging allows that to shine through. It offers transparency, both literally and symbolically, which today’s consumers value more than ever.

Some brands choose to strike a balance by using hybrid packaging strategies:

The right approach depends on your product’s formulation, usage, shelf life, and brand story. There’s no one-size-fits-all answer—but with the right guidance, you can find a solution that protects your product and boosts its market presence.