Why Color Matters – Printing Sells Products

You’re in a supermarket looking at a 12-pack of Coca Cola, but instead of seeing the red color we have all come to associate with Coke, the printing is off and the color looks faded. Are you going to buy the 12-pack or go for something else? Chances are you will buy something else.

Color is a key component of brand identity and package design. Brands and color are inextricably linked because color offers an instant means of communication without words. Studies show that color increases brand recognition by up to 80 percent.

Color is also a key component in package design, and packaging is the most tangible representation of a brand. It’s what consumers see, touch, feel, and review to make their purchase decision.

The stakes are high when it comes to packaging. Approximately 60-70% of purchase decisions are made in the store and studies show that consumers make choices in as little as 20 seconds!

What causes consumers to gravitate to a specific product? Typically it is the packaging and chances are it is the color that attracts consumers first. Color, distinctive packaging graphics and brand identity work together to sell products at the point of purchase.

With color being such a critical element in packaging, it is no wonder so much emphasis is placed on improving the quality of package printing. Take expanded gamut flexo for example. Everyone is talking about it and many are adopting this technology that offers unlimited digital (process) colors, shorter lead times, improved print consistency, and higher profit margins.

Join me for a webinar I’m hosting that will present the benefits of “Extended Gamut Flexo” on Wednesday, June 10th at 2:00 P.M. EST. This will be a unique opportunity to learn more about this technology and its effect on color and package printing performance.