Color is your first impression of packaging, and it is your most memorable part of packaging. It can become a brand's best friend, and it can also become the biggest enemy of the brand.
If the effect of color on the packaging to the extreme, such as Coca-Cola traditional red canned, McDonald's yellow arch M, even if consumers can not read the text on the package, you can still use the color on the packaging to identify these famous brands .
However, unfortunately, if the colors on the packaging are abused, the loss will be very heavy. Typical examples are the Kraft frozen macaroni and cheese packaging that emerged in the mid-1980s, and recent personal skin care products, all blue and white packaging, making it difficult for consumers to distinguish. If the managers of these two companies can be more careful when selecting colors, they will save the company a large amount of marketing funds and time. Such a painful failure can definitely be avoided.
In order to establish a successful product brand and avoid the above tragedies, we must consider the following four issues before choosing the packaging color:
Are these colors special? Can they be applied to multiple different media? Are they suitable at the point of sale? Can various printing substrates and methods maintain the color fidelity and unity?
The color used on the product packaging has become a protection method for the product, making the product stand out and stand out from the like.
For example, everyone is familiar with the red and white packaging of Colgate toothpaste. In fact, it has undergone several design changes before, but it is unique that people are impressed. Cambell's red and black soup cans are also a vivid example of the proper use of packaging colors, Hershey's brown and silver packaging is also very eye-catching, and there is a memorable silver packaging for Philadelphia cheese.
When their colors are applied to different products of the same brand and different package sizes, specially designed colors can still strengthen the brand effect.
This is especially true for Crayola, whether you buy Crayola crayons or not, you can instantly recognize its bright yellow and green boxes.
The color of the brand must be consistent in all applications, whether on the retailer's shelf, in the building, in the mail, or in the packaging itself. In this way, the packaging of the same color appears on different occasions, which will subconsciously deepen the impression of consumers.
Think about the wise and reusable packaging colors that brought KFC benefits. No matter where its logo appears in the corner of the world, it is always eye-catching.
As the main person responsible for P&G Procter & Gamble's packaging, the author often participates in some company-related packaging design review activities. The entire activity's decision on the color of the package is not based on personal thoughts or self-imagining, but on the final result of the fact.
Especially in today's global economy, the packaging and printing of products may employ a variety of materials and methods. The biggest challenge facing us lies in how to maintain the harmony of the packaging colors in this diversified situation, and it can be completely consistent in all markets, printing methods and printing substrates.
From a conception point of view, anyone will decide to adopt a packaging design after fully understanding the needs of packaging replication, technical resources, and the quality of materials in the market. Printed packaging in the Far East and Latin America has very different results from those printed in the United States and Europe, because the United States and Europe have more technological advancements than Far East and Latin America. For example, the printing level in the Pacific is high, but if it is to be printed on corrugated materials, the ink will not be as good as the effect on the fibers, and the colors on the package will fall off quickly after printing.
In addition, the personnel of the production department must also be involved at the beginning of the packaging design. They can work with the designer on the printing methods, the limits of the colors, the market standards, the details of the matrix, the duplication of obstacles, the structure and type of the system. Various issues, such as specifications, are discussed with each other to help avoid possible future problems of print reproduction.
Scott's horticultural products use a wide variety of printers and printing substrates for packaging. For example, Turf Builder's printing is in multi-layer paper bags and plastic bags, and different seven-color flexo printing machines. However, since these packages have made some adjustments after printing, including color, it seems that they come from the same press.