The Charms of
The power to persuade can be only a shade or two away.
By Jackie DeLise
Cadbury has been using purple packaging for more than 100 years.
olor is a powerful part of a package designer’s subliminal tool kit. It has the ability to quickly sway consumer preferences and influence brand loyalties. A consumer reacts to the color of an object within 90 seconds of viewing it, according to Jill Morton, color psychologist and branding expert at www.colormatters.com. Recent research from color authority Pantone found that more than twothirds of adult consumers take package color into consideration when making product purchases. For brand owners and package designers who harness the power of this tool, the rewards can be great. That’s why Cadbury took such pains to pro-
tect the use of purple for its packaging for chocolate bars and drinking chocolate, successfully fighting a recent challenge to its trademark of Pantone 2865. For Morton Salt, the package’s navy blue color is as iconic as its Umbrella Girl character and slogan, “When It Rains It Pours.” The color and brand mark have served Morton Salt well since they first appeared in 1914. In much the same way that U.S. consumers know to look for the navy blue when shopping for Morton Salt, U.K. consumers scan grocery aisles for the familiar Heinz Beanz turquoise packaging. The
Table of Contents for the Digital Edition of Package Design - March 2012