That color makes your product in the mall. After the goods arrive, the buyer will tear open the transport envelope or cardboard box, and they will first see the inside of the goods. Color is part of the brand, which tells what you are suitable for your product, and what buyers can get from it.
When you consider changing the color on the package, you need to consider a lot of things. Changing the color scheme may be your product needs to attract new or more users. It is also possible to destroy everything you have established so far. Even a tiny color change will greatly change the public to your brand.
Now we have to make it simple. Based on the following guidelines, a list of advantages and disadvantages is established to see if you change the packaging color in the future. Think about how long your brand, it is now like, the photo of the photo, competitors’ packaging color, and the reasons behind the change. These two factors will determine if you should take action.
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When can you change the packaging color?
No matter how you choose the original color of the packaging, you need a lot to consider.
Perhaps you have designed a perfect super-target audience packaging with color psychology. Or you ask your friends how they look. Perhaps you have chosen a color scheme that is very important to you. Maybe you just have to choose a color at all.
But since you are considering changing your packaging, please remember that you are not creating new things. You are tampering with something.
First ask why you should consider changing.
Will you launch a new product? Or will you separate a product and other products you sell? Perhaps this product should be able to attract users different from you already established.
Do you want to delete some content? Changes in your industry or arguments related to your brand may prompt you to redesign the way you have a product.
Is your company merged with another company? You need a way to integrate these two brands, and you will not lose your identity.
Does your brand present your initiality? That’s it. Smart entrepreneurs will choose their own products according to their own market.
Are you ready to update? If you have already existed for a long time, your packaging may belong to another era. Sometimes, color and patterns will appear at a certain point in time. Imagine the iconic design of the 90s paper cup. For a certain day, now popular things will be eliminated like Solo Jazz Cup.
Your most important job is to ensure that changes are not random. You are changing the consumer view of your brand, so if you want to turn your packaging into blue, you need to have a better reason to "because I like blue".
Replace the benefits of packaging colors
Can attract new audience.
The color you choose will affect the feelings and ideas of the audience to your product. Watch them as target objects and why they have to do this.
Your product and its pure white packaging, attract consumers in a simple, clean beauty. You want to emphasize your company’s commitment to sustainable development, consider adding green elements in your packaging. This will attract young, pay attention to environmentally friendly consumers, they will pay attention to the ingredients of the products they purchased.
Please explain that you want to attract who join your brand and as accurate as possible. You are young, paying attention to environmentally friendly consumers may also have political progress and like to go outdoors. When you create a new palette of the package, you need to consider some factors now.
You can go to the old meaning.
Color has a high-end product that connotes customers want black packaging. As we said, green is representative, "Hey, we are environmentally friendly! Both people’s things usually use cold tones, while girls’ things are usually packaged with warm colors.
Perhaps at the beginning of your company, you are specializing in women’s products, but now you have products that are suitable for different genders. Your original pink packaging is no longer suitable for your company, so you need to use a more neutral color.
Consider the color change you want to display in the new package. Orange color and other bright colors show an exciting, interesting new role. Add black or purple to the packaging palette, indicating that you have become high-end products.
You will adapt to the current trend.
The color scheme will not exist forever. If you don’t have a very simple palette, it seems that something looks good 10 years ago. Sometimes, this situation will even occur in monochrome design. Imagine mud, avocado 70s, or neon lights in the 1980s, in a specific era, use it to match the color. Think about how to be defined in the 1990s, neutral, blue tones and minimalist designs.
Changing the packaging color is to adapt to the changes in the times and tastes, reshape part of the brand. And don’t use the fashion trend to reuse the package without updating the package. They can, but you don’t know which trend will return, when to return, and how to return. You can’t make your brand becomes dull during this time.
So I want to combine your brand goals and today’s palette. PANTONE annual color is a good start. From a short term, a wide popular color may work, although it will return you to the original position later. If you want to change the color of the packaging to update the brand, then you will go out.
Change the packaging color is unfavorable.
Your product has not been recognized.
If your product is known for its brown box, don’t turn over a blue box overnight.
For consumers, it seems that the change will make people confused, and it will impair your image. Even if your trademark will still appear on the package after you change the packaging, your unique color design can also tell your product existence. You need to do this when your product is close to the competitorship product.
Minimalistic packaging design retains similar colors, but they have lost opportunities for them to stand out in the store.
Your color is too similar to other companies’ colors.
There are too many colors there. Different combinations of nature, color and color, make it easier for you to find your own unique, but create a color palette that is suitable for your brand is too similar to other companies.
After determining the new color, ask yourself two questions:
How do your competitors pack their products?
Is the combination you consider by other companies?
This is not a problem, if another company using the palette is small, in a completely different industry. But if you want a national brand’s iconic color, then choose a different palette so you will not look like imitating them or wants to be this brand. For example, select pink, orange and white palette will make your package
Regeneration brand is very expensive.
Designers spend money research is spending money. The brand is not cheap.
That doesn’t mean that you should not change the color of the package, but you have to consider changes in investment conditions. If your research finds that the color does not affect your profit, don’t change the packaging color during this time. If a large-scale redesign is too high, it is not possible to bring a valuable return, then find a smaller and cheap update method.
Changing the packaging color is always risky, but it should be able to be calculated. Spotify has considered more than 5,000 greens before choosing a perfect hue for its new logo.
As long as the color is changed, it is easy.
Change the package after the merger, which may be the most effective way to keep your identity and integrate it with other identity. When Google acquired Motorola, Motorola changed its own logo to Google’s new positioning.
If you want to maintain a specific market, you want to make your packaging more new, you can consider keeping your color scheme, but only keeps brightness and color. Even a small change can make your picture more bold, soft, or more modern, and will not deviate from the style you have established. Try to use the dark color you have used to see what is different after your packaging appearance is different.