The color green: Does it always mean the same thing?
Businesses should consider how they use the color green on their packaging, but should do so with a clear goal in mind. A lot has been written about what green adds to an image and it's worth remembering that this color can be used in many different ways and to create different meanings. The import thing in all cases is to make the colors appropriate and ensure that they are produced in high quality pieces.
Some of the most familiar green-colored labels in the marketplace today evoke calming, earthy connotations. One example is Whole Foods Market, the grocery store chain that uses a deep green, almost certainly meant to suggest nature. However, the oil company BP also uses this color, which means it could be more versatile than marketing departments think.
In an Entrepreneur article from 2014, marketing strategist Gregory Ciotti warned against making broad assumptions about colors, since they won't always have the same interpretations. Instead, he said that colors should be considered in the context of a company's marketing strategy for their use to be truly effective.
"Certain colors DO broadly align with specific traits (e.g., brown with ruggedness, purple with sophistication, and red with excitement)," he wrote. "But nearly every academic study on colors and branding will tell you that it's far more important for your brand's colors to support the personality you want to portray instead of trying to align with stereotypical color associations."
No matter which color you want to highlight on your company's labels, high definition and clear details will be crucial. Meet professional printing standards by choosing the software, printers and labels that are adaptable to your business' unique demands: used all together, they will lead to a strong brand image and marketing campaign.
Do your food labels match the official brand font?
Food companies can spend lots of time coming up with a logo or official brand name, and this typically includes the typeface used for displays. To ensure brand consistency, all affected products need to display the same font and make it clear they refer to the same things. Custom printed labels makes this process smoother, since they will have the business' sanctioned, signature look.
A lot goes into a distinctive font, but much of it comes down to color and placement on the piece. Choosing a distinctive and appropriate color that matches the stock of the label and its background helps emphasize the product name, its official brand and other important details. A name that's a little off-center could grab attention and convey a sense of fun and liveliness, if used correctly.
PSFK recently profiled a company with a vibrant public image rebranding associated products. Southwest Airlines has revealed images of snacks, pins and other merchandise that will be affected by a planned redesign called "Heart One." This includes the development of a special typeface called Southwest Sans that is bold, rounded and rendered in starkly contrasting soft colors.
Dan Rhatigan, a type director with the company that has helped with this initiative so far, described what values the new rebranding process is intended to communicate to others.
"The typefaces need to have a personality that encourages the friendly spirit and interaction that is essential to Southwest, but also have a neat functionality that shows that the company is responsible and accountable," he said.
Getting this balance right can take time and experimentation, which also involves adjusting the current labels to better effect. Working with in-house printing solutions gives businesses the chance to produce labels on their own time.