46 Packaging, Color GCI June 2014
n According to a recent study, 85%
of consumers attribute color as a
primary reason for their purchasing
n Color in your brand’s packaging and
products helps clarify and maintain
the message of your branding,
creating a key visual element in
n Color in packaging can have practical
applications, such as being used
to protect formulations from light or
discoloration, or even from exuding
The Importance of
Color goes beyond building your brand identity.
When it comes to eye-catching packaging, color is clearly one of the most important characteristics to take into account. “A recent study found 85% of consumers attribute color as a primary reason for purchasing behavior,” notes Roseanna Roberts, director of color trends for The Color Association of the United States (CAUS).
Your beauty brand is often instantly recognizable by its color, so it’s key to choose the
right ones. “The color becomes the brand, and there are many cases of this in personal
care,” says Peter Prusak, head of marketing for Clariant Masterbatches North America.
“A consumer can walk to the shampoo aisle and know where their favorite brand is
from 20 feet away.”
The right colors can provide much more than brand identity, though, and savvy
suppliers go above and beyond to deliver.
What Can Colors Do?
It’s certainly vital to make sure the colors used in a brand’s packaging are a match to the
brand itself, as well as the message the brand aims to convey. However, going beyond
selecting a color that matches a brand identity is a service that a supplier can provide.
“We discuss color trending during the color selection process,” notes Prusak. “If the
brand owner is offering a new product, we assist them with formulating colored packages
that are not on the store shelves currently. Because Clariant is a global company, our color
trending utilizes global trends and research.”
Moreover, certain colors can offer added value to the product beyond branding, such
as protecting the product inside the container. “The pigment choices, along with opacity,
can offer protection from the ultraviolet rays or the sun or store lighting, potentially
extending the products shelf life,” Prusak says. “The ‘protection’ of the product from odor
issue or discoloration also can be overlooked during color selection. Clariant takes these
factors into consideration when working with the brand owner or specifier of color.”