Colour is there to provide recognition, interest and depth. Colour creates that beacon on the shelf to draw the consumer in and quickly identify your pack.
The right choice of colour, or combinations of colours, can also help convey appetite appeal.
Get that Colour choice wrong though and the pack can disappear on shelf amongst all the competition. I saw the attached line extension to Special K yesterday and this suffers from exactly that.
In order to up weight their Crunchy Golden Clusters, the Kellogg’s K, product communication and to some degree the product imagery all disappear onto one level when executed in the same hue. The easily identifiable brand assets lose their shape and form as rather than split the pack into a foreground, midground and background, all assets appear on one level and so end up fighting for attention and recognition. Getting this balance right is incredibly important, especially when viewing from a couple of metres back as you approach the shelf.
Next to other variants in the range the Kellogg’s K almost disappears making it look more like a copycat brand than credible portfolio extension.
Always use colour and contrast wisely. It’s the most powerful tool in grabbing attention, especially if you’ve got something new to shout about.
#Design, #Marketing, #BrandDesign, #Packaging
