I often find myself having to persuade people, especially in B2B, of the value that great design can add to a brand. It is a personal goal of mine to demonstrate to those that see design as a commodity that we do have a serious role to play.
White breads, white rice, white sugars are all out with the stigma that white is bad for your health. So what colors are in? Green has been a long-standing color of healthy eating, but now, more than ever; it is about eating a variety of foods that make up the color wheel. Packaged foods and beverages are taking notice and using this to their advantage when designing their packages.
With PantoneLIVE, P&G’s production teams across the globe will get an instant access to digital color palettes for designing, proofing and printing the packaging.
It’s nothing new that brands rely on colour recognition, and in some cases words, to boost consumer recognition on noisy shelves. Both are vital in driving market share.
As marketing to consumers becomes more complex, companies will need to spend money and dig deep into the emotional profiling of consumers to see what speaks to them on multi-sensorial and emotional levels —leading them to find the “rainbow connection”.