The secret to real visual impact

Colour goes beyond mere decoration; it is a decisive factor that influences how consumers perceive and engage with products, and getting it right is essential –especially when it comes to brand integrity. In packaging. mastering colour management is essential for building that strong brand identity and fostering a meaningful connection with customers.

Packaging is often the first interaction consumers have with a product. The colours chosen can significantly affect whether they pick it up or put it back down. A stunning 90% of snap judgments about products are based on colour alone.

Colour consistency across packaging formats is essential and reinforces brand recognition. Having the same product in different stores with a range of shade versions of your brand and logo is a packaging no-no.

Effectively managing colour requires a methodical approach. Designers and brand managers need to agree a specific colour palette that embodies the brand’s identity.

Employing industry standard references ensure that colours are consistently reproduced across various media. But there is more to it than that.

Whilst a robust colour management software should take most of the strain, ensuring that any monitors, presses and printers used are regularly calibrated is also essential.

Before finalising packaging designs, designers need to create test prints to see how those colours appear in real life and on the real substrate that they will be printed on. This process can reveal differences in perception caused by factors like material choice, lighting conditions in various environments (will it look the same on an indoor supermarket shelf to an outdoor market; ho will it react in an online 'shop'), press conditions, inks, how coatings or finishing effects will impact on that. What looks vibrant on-screen may appear muted when printed on cardboard for instance, and often designers will work in RGB on a screen, which when printed CMYK in print, will look completely different.

Technological and software advancements have transformed how colour management is approached in packaging design, allowing designers to create and manage colour palettes efficiently. These tools enable teams to select, view, and modify shades for consistent packaging designs, enhancing overall visual appeal.

Digital prototyping tools provide a way to visualise how colours will look on packaging before physical production, quickly, easily and cost effectively, but bear in mind even a digitally printed proof may not look the same if your final product is goign to be printed offset or flexo.

Mastering colour management in packaging is vital for creating engaging product designs that resonate with consumers. From grasping basic colour theory to leveraging advanced technology, a strong colour management strategy can lead to compelling visuals that enhance brand recognition and boost consumer engagement.

Whether you are launching a new product or refreshing an existing line, prioritise a consistent strategy and connection to consumer emotions in your packaging design. With the right focus, you can unlock the keys to visual impact and ensure your packaging shines in a crowded market.