The Power of Color in Brand Identity
In its custom plastics color development, Plastics Color Corp. pays attention to the psychology of color.
Lilli Manolis Sherman
Like other respected industry specialists in plastics color development, Plastics Color Corp., Calumet City, Ill., concedes that the task of finding the perfect color to ensure your plastic product or packaging stands out, while also presenting the image you desire, is not an easy one. At the same time, color development teams like those at PCC are a valuable resource that you can opt to use.
According to PCC, a color development team can take your product from a simple idea to a finished piece, starting with your answering some key questions on your desired end result. Included are: What is the application for your product? In what lighting conditions and environment will it be used? What is the part thickness?
A good color development team, says PCC, will be able to merge the artistic aspect of color with the science of color development. With a team of pros analyzing where the current trends meet your desired specifications, you can achieve the ideal end result needed to help penetrate your desired market.
Paying attention to the psychology of color is key to PCC. The company notes that there are many reasons why an individual reacts to a specific color, much of which is a result of personal experience. As such, there is simply no exact equation that will trigger the same response in every single person. Yes, there are general attributes that have a universal interpretation, but context and culture matter. Yellow could mean happiness when paired with a smiley face. Or, it could mean caution when paired with a traffic light or sign.
That said, finding the correct color for your product or packaging is key. PCC cites Cardiff Business School professors Dr. Paul A. Bottomley and Dr. John R. Doyle, who penned their discovery that consumers question whether or not a given color is appropriate for a product. In their article, The Interactive Effects of Colors and Products on Perceptions of Brand Logo Appropriateness, customers often go through an internal dialog—breaking down a product’s color, logo, and packaging before a purchase. Choose the wrong color for your brand, and you could possibly isolate potential customers.
According to author Satyendra Singh, Department of Administrative Studies, University of Winnipeg, “Up to 90% of snap judgements made about products are based on color alone.” In sum, not only does the color of your product or packaging matter, but it can have an immediate impact on whether or not a customer purchases the product.