The world’s most prominent products are recognized by their brand colors, and according to Kissmetrics, 85 percent of people say color is the primary reason they buy a certain product. Therefore, it’s important for brands to define their colors and maintain quality on a global scale. But for designers, communicating and defining color isn’t easy. In fact, the journey from the original product color that starts in design often gets lost or altered en route to production.
Why does this happen? Let’s take a minute to step into the shoes of each side of this messy middle. To oversimplify: designers can tend to view color in terms of brand equity, emotional power and lifestyle aesthetic. On the other side, converters may view color with concerns about feasibility, cost, and repeatability. With that in mind, it’s easy for the production side to to believe that designers have their heads in the clouds and for designers to think that packaging converters, for instance, have their feet too firmly stuck in the mud. See the potential for disconnect?