Packaging Innovation
brand color in supermarkets
February 4, 2014

The power of a brand color

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 color increases brand recognition

brand recognition McDonalds 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

brand color on different substratesPrinting 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.

Managing brand colors through the packaging supply chain

brand color recognitionThat’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.