Use packaging color as a form of messaging

Your brand message doesn’t just come from the words you print on your food and beverage labels. Every single element of the composition adds to the story, from the imagery and fonts you choose to the quality of the printing. Now, a new variable has entered the picture: color. You should be conscious of the messages your labels’ hues could be sending to customers.

Color tells the tale
According to Food Processing, Kiel University researchers have unlocked the important role color plays in food messaging. Namely, picking a lighter shade of green for cream cheese packaging increased its appeal to health-conscious customers, but with a major caveat. Shoppers assumed that the lighter-packaged cheese would taste worse than the same item in a dark green wrapper.

The source explained that the research team recommended using dark colors when selling healthy foods to customers who put less of a premium on nutrition value and are more interested in taste. While the item inside the wrapper stays the same, its image can shift significantly due to a simple darkening of the label.

Interestingly, there’s no need to change the fundamental color of a product’s label to have the aforementioned psychological impact. All the wrappers involved in the study were green. Merely deepening or lightening the shade had a measurable effect on perception. This points to the need for good label printing, as less capable printers may not be able to deliver the exact hue you’re aiming for.

Embracing minimalism
Once you’ve picked the color and shade for your food product’s label, it’s time to review the text and imagery printed there. What kind of approach will complete your brand image? Branding Magazine recently posited that food manufacturers trying to project a wholesome, responsible image can benefit from a minimalist presentation that explains the ingredients you use, shows off your brand’s mission and doesn’t overdo it.

The source explained that food label redesigns can take pointers from the cosmetics industry. Responsible beauty and body care products have set a high standard of branding and minimal design that’s worth emulating.

When it’s time to produce impressive, professional labels that express your brand’s mission carefully via legible text and carefully chosen colors, you need a printer that can realize your vision. This kind of perfectionism calls for a printer such as the Afinia L801, capable of high-speed production with high-resolution printing and a variety of finishes. You can learn more about L810 on our U.S. website by clicking here, or on our Canadian page.