How do I choose the right coloring for my package? Unfortunately, there are no simple answers to this question. Most people don’t realize that choosing the right color for your packaging is tremendously important which is why so much research has been done on this topic.

Coloring for packaging is a combination of math, science and art. And there are a plethora of options for colorizing your designs, but keeping it simple for a first time packager will always serve you well. So in this post, we will discuss a very simple strategy to help you win.

A simple way to figure out coloring is to research and find out if there are certain colors that your industry is utilizing consistently. In other words, are your competitors dominating colors such as Red, or Green, etc? If so, then pick a color that is similar to your competitors but customize it to give your product an edge. Why? Because a big brand has probably done extensive research on what coloring is important for your marketplace, so follow the bandwagon. HOWEVER, make sure you find your own unique twist!

Pantone, the color leader, makes a great informational kit each year with hot colors and trends. So take a look at Pantone to figure out which variations of color to use in your packaging. Additionally, you can utilize Pantone to figure out what color trends are hot this year and utilize those options as well.

If you are having trouble figuring out trends and competition, then another option is to do a quick Google search! Just search for your product type in Google Images to get a quick look at what your industry is currently utilizing. This will help you figure out grouping of “popular colors” that your competitors have.

In terms of picking colors, once you have a feeling generally as to what hue you’d like (hue means ‘main color type,’ ie green). Adobe provides an amazing tool called Kuler.com that can show you how to take a single color and find perfectly what other colors will go with the main color you selected. It’s an amazing free tool.

In future posts, we will cover topics such as styling cues, mean line, lineweight, repetition, scale, shapes, and textures within an existing color scheme to differentiate you and your packaging from the rest of the pack. Be on the lookout for this information. But in the meantime, make sure you pick colors that make sense for your industry.

For instance, if your industry focuses on tween girls, then you will notice that pink will be a predominant color scheme amongst your competitors. Therefore, by following the trends and your competition, you will be able to choose the colors that make sense for your industry and product type. The good news is that you can take this information and personalize it for your own product without having to re-invent the wheel. All you have to do is find a way to stand out from your competition while still utilizing the basic color scheme commonly used by your industry.

Happy Packaging!

Guest Blogger: Fred Schechter

P.S. If you like this content, then Click Here to learn more about the comprehensive guide we’ve created on the subject.