Page 65 - Packaging News Magazine Sep-Oct 2019

September-October 2019
www.packagingnews.com.au BRAND & PACK DESIGN
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Colour increases brand recognition by 80 per cent... and 90 per cent of human subconscious judgement of
a product is based on colour alone.
– Steve Jackson, Schawk
BROUGHT TO YOU BY
attention, youth and happiness, but can also mean something is on discount.” Current trends in the world can change consumer expectations of co- lour and where a certain colour fits into their lives. Jackson describes two overarching tribes shoppers are fit- ting into – the first, follows a 'we' not 'me' ideology, is globally aware, well- informed and digitally connected, while the second group, “not neces- sarily young or old”, is socially aware, image-driven and part of the Insta-
gram generation.
“The first group is interested in
authenticity, wellness, mindfulness and global travel, and the other is more into music and festivals, or the latest food fads. This influences re- tail and what's on shelves as the au- thentic feel goes back to the idea of brown packages sealed with string, while the other group – though also being digitally connected – is en- gaged in different ways, through bright, colourful, vivid pop up stores on all these cool, trendy things.”
With two colour wheels (pic- tured), Jackson represents shoppers as seeking security – with warm, nat- ural tones, evoking familiarity and comfort – or escapism, with colours that are energetic, mesmerising or hyperreal.
“What does your choice of colour say about you brand?” asks Jackson. “Recognise the importance of it de- veloping your brand, as well seeing
how it distinguishes you between your competition.”
KEEPING CONSISTENCY
Jackson uses a playful analogy to em- phasise the importance of colour con- sistency for brands. “It’s a bit like the schoolyard game of Whispers,” he says, as a message can change signifi- cantly even within a small amount of people. “Multiply that by four differ- ent items and pieces of packaging in our world for the same brand – and then add the continuum of time – and things change. Suddenly, you have a brand in a different position, which could devalue it significantly, and that's why it is so important.”
Colour needs to be technically achievable, accurately specified, con- sistently reproduced and monitored regularly, and as Jackson learned ear- ly in his career with Boots Chemists, colour is one of the most valuable and powerful assets a brand owns. ■
TOP FROM LEFT: Fast growing brands can determine the product or category colour and remain recognisable even without logotypes.
OPPOSITE: Steve Jackson says colours can determine whether shoppers are seeking security or escapism when purchasing products.
ABOVE RIGHT: Steve Jackson, executive director, Schawk speaks at Print21 + PKN LIVE New Frontiers in Packaging Print forum.