Beauty lies in the eyes of the beholder. But when it comes to packaging, beauty means big business. With customers making split-second purchasing decisions, the striking beauty of packaging makes or breaks the brand. As a part of that X-factor, color is a crucial component in the way a brand’s packaging is perceived.
Brand colors are registered by the brain before either shapes or fonts. That’s why brands choose their color palette very carefully. A 2007 study by the University of Loyola, Maryland, found that the correct use of color could increase brand recognition by up to 80%. Obviously, many of the most recognizable brands in the world rely on color as a key factor in their instant recognition.
Printing consistent brand colors, though, is not an easy process. Color reproduction is subject to a number of variables. The substrate, the printing process, the ink vendor, different packaging production sites – each with their own geographical characteristics – and a complex packaging supply chain consisting of numerous stakeholders all influence what the finished pack looks like.
That’s why many packaging designers, printers, trade shops and converters use a clever color management system. The color management software accurately predicts how the colors will translate to the print. It also allows the designer to see how a brand’s spot color will interact with the conventional CMYK printing colors.
If you are interested in the subject of color management, have a closer look at Esko’s color management solution. Working in close relation with the established color experts Pantone and X-Rite, Esko’s color management software stands for brand color predictability, consistency and repeatability.
Brand color increases brand recognition

Printing consistent brand colors

Managing brand colors through the packaging supply chain
