Page 64 - Packaging News Magazine Sep-Oct 2019

C
64
BRAND & PACK DESIGN
The full gamut of possibility
From a history of colour on shelf, to the tribes in which colours can be categorised, executive director at Schawk, Steve Jackson, shares why colour is one on the most valuable assets for a brand.
career,” he says. “When we look back and think about how 100 years ago we'd go to the supermarket, every- thing was wrapped in brown paper, paper bags and string. It was about convenience. As emerging brands came in, they started to bring more colour on the shelves and the fast growing brands really determined the product or category colour. These brands started to own colour.”
Jackson says there are a number of tactics and strategies around how a company decides on the colour it will use. It is quite complex as to how brands choose their colour, he says, as “brands will either look at the market leader or will aim to be disruptive,” dependent on market research and where they want to sit in the market.
COLOUR TRIBES
Colour increases brand recognition by 80 per cent, says Jackson, and 90 per cent of human subconscious judgement of a product is based on colour alone. The right colour can distinguish a brand and create a strong emotional bond with con- sumers, and when used consistently, can enable that brand to be instantly recognisable.
“Colour can both mirror and influ- ence our emotions,” says Jackson. “It can affect how shoppers feel about a product or brand. There are feel- ings around colours, like red being bold and exciting. Yellow is about
OLOUR can give brands an ever- lasting title – think Coca-Cola red, Tiffany blue, Cadbury pur- ple. Its power has the possibility to define a brand over time, en- gaging consumers to purchase over and over again, or turning them away. Steve Jackson, execu-
tive director at brand production and deployment company Schawk, recently addressed attendees at the Print21 + PKN LIVE forum (see page 12-18 of this issue) with his aptly ti- tled presentation, ‘For the Love of
Colour’. Jackson spoke on the im- portance of colour, the accuracy of colour and the impact it can have on a brand’s success.
Jackson opened his presentation with a tale about how at 13 years of age, he had a summer job at a screen- printing company. He learned the hard way about the importance of colour accuracy when he picked the wrong colour for their key client at the time, Boots Chemists.
“From then on I grew a passion for colour, and that passion shaped my
www.packagingnews.com.au
September-October 2019