Color in Package Design

The quickest way to grab a consumer’s attention is with color.  In Best Practices for Graphic Designers, Packaging shows us how color can be used to attract the consumer and get a leg up on the competition.

Chip Bags, Best Practices for Graphic Designers, Packaging

Colorful characters. Imagine a Tiffany’s box, a can of Coca-Cola, or McDonald’s Golden Arches. Chances are a specific color would come to mind. Consistent use of color in packaging can create a tremendous shortcut to the brand values and aesthetic of a company. It is for this exact reason that we advise against repurposing a blue box from Tiffany for a gift of, say, free drink cards from Starbucks. Trust us.

Bottles, Best Practices for Graphic Designers, Packaging

The moral of the story is that color can become a character that represents the brand all by itself. True, this is not an easy process and demands very strict policing, and the product must be merchandised and promoted to near saturation, but the fact remains that color resonates fast and deep with consumers. When considering a package design, ask yourself this: If colors all communicate something emotional (e.g., green is healthy, yellow is exciting, etc.), what one color would best inform your most likely consumer that this product is targeted to them? Is there an analogous color in the company color way? If so, tailor your design around the existing brand equity and paint that box boldly!

Pancake Mix, Best Practices for Graphic Designers, Packaging

That noted, one of the biggest mistakes we see in package design is an overuse of color for emphasis. Just like the hierarchy for type, color too must be dealt with using an obvious order and prioritization. When everything screams, nothing is heard. Some of our favorite examples of excellent use of color ways involve broad swaths of a single midtone that can then be knocked out of or overprinted on. This essentially empowers a single hue to communicate on several levels and gives whatever “pop” color you choose room to breathe and, well, pop!

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Best Practices for Graphic Designers, Packaging, takes you through the entire packaging process from strategy and concept development, through choosing the right materials, naming systems, studying the competition, surveying the shelf landscape and more. Gain strategic insights on all aspects of package design. From starting with a blank slate all the way up to a finished product, this informative guide to all-things-packaging covers the steps of implementation of packaging design, utilizing a variety of case studies and examples, including practical real-world information about client and vendor interaction.
With more than a decade of package design under their belts, Grip has worked with clients big and small to help them with their branding and packaging needs and increasing their bottom line. They bring their real world experience straight to you in this must-have reference.