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Why is Color Consistency Important In Packaging Design?

by Rex 3 on Jun 13, 2016 5:35:11 PM

At Rex 3 we understand your brand colors are an essential piece of brand recognition and a key aspect of a successful packaging campaign. Consistent and vibrant colors  work in combination with your logo and tagline to attract, engage, and reinforce a positive connection with your brand.  So if colors, and we mean, your exact Pantone-to-the-particle colors, are vital, why is it so difficult for color consistency for packaging? This is a common source of frustration and you're tired of hearing jargon. Ready for the facts?

We start with why you need a strong brand:

  • Adds value to the company
  • Reaffirms the perception of quality
  • Builds trust between you and your customers
  • Improves recognition/recall in consumers
  • Differentiates you from competitors

These are just a few reasons but after listing them out, it's easier to see that if your brand color consistency is not treated with the care and quality it deserves, your brand will suffer. And this is even more true on brands that sell products on packages.

Color Consistency and Packaging Design

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If you're creating packaging for nutraceuticals or cosmetics, your packages must be stand-outs on store shelves and certainly brand recognition is key. Your brand colors play a key role.  Modern marketers use a wide array of strategies and tactics, digital and print, and every piece, from direct mail campaigns to brochures to sales kits and catalogs, must reinforce the brand experience. Your colors, again, play a key role.

Colors are created by combining other colors. Red Green and blue is additive color primaries for TV’s and monitors. Start with black  add RGB, get all colors and eventually white. In printing we use Cyan, Magenta, Yellow and Black. Start with a white paper and add CMYK to achieve all color and eventually solid black. That's a very loose explanation of how colors are made for commercial print materials like folding carton packaging or company collateral, but we've hit on an important aspect of creating color – mixing. There's a recipe or formula for creating every color. If it's not followed precisely, Pantone problems abound! There are only a few commercial presses available today with the level of color control precision your colors deserve and your brand needs.

How to Achieve Color Consistency on Your Packaging Designs?

While your print project is running on the offset press or digital press, many, many calculations are happening all the time, synchronizing the movement of the sheet feeder, ink wells, coatings and finishes, plates and rollers.

Sophisticated presses like our L 106 and our HP Indigo 7900 have the best color control technology available today. Superior color scanning technology constantly monitors for color consistency during the press run and makes instant adjustments. In the case of the HP Indigo 7900,  the color precision is so on point that it is measured by the pixel!

Getting true colors, your brand colors, each and every time is not just a preference. In commercial printing and packaging design, this is essential. At Rex 3, color consistency is one of our commitment to you.

Try our Color Consistency Technologies!

Let's talk! Contact Rex 3

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This post was written by Rex 3