for vision-focused brand founders
packaging & brand design
Unlike service based or personal brands, product-based brands will typically have two colour palette systems.
Why? Your Brand Colour Palette is not necessarily going to be right to use on your packaging.
Often, you may brief your designer to provide you with your brand colours, however in some cases, you may also need to get your Product Colour Palette created as well.
Here are the main points of difference and how to apply this when it comes to your product and packaging.
➊ Your Brand’s Colour Palette
It represents your brand, its personality and values. It’s typically used in your logo, website, branded packaging and social media content etc.
➋ Your Product’s Packaging Colour Palette
For packaging, this is an expression of the feeling, mood, ingredient or flavour that the product represents.It is used on product specific packaging and touchpoints.
Do you need a Product Packaging Colour Palette?
YES - if you have a visible product in clear packaging
eg. juices or nail polishes
YES - if you have many SKUs in your product range.
eg. chocolate, tea and coffee brands
YES - if your packaging will be used for visual colour blocking, recognition and navigation.
eg. red is typically used for English Breakfast tea on the packaging
5 Tips to use your Brand and Product Colour Palette
- Keep your brand colour palette minimal
This is the case if you need a product colour palette.
Products that have distinctive and visible colour (eg. juices in glass bottles) can be paired with a more minimal Brand Colour Palette. - Your brand colour palette should include:
1 x main colour = brand recognition
1 x accent colour = buttons and CTA
1 x dark neutral = text & background
1 x light neutral = text & background - Create a visual contrast between your products
This is used for navigation and visual colour blocking at the shelf or store.
Distinctively different product colours can be used for visual product navigation and blocks out visual space on a shelf. - Ensure your product and brand colour palettes work cohesively together.
Your product and brand colour palettes should tell a rounded story about your brand offering. Your brand's colour palette grounds your product colours, which can be more expressive. - For sub-brands or product collections
They may have their own cohesive colour palette to convey a mood or theme.
This is an effective system for grouping products if you have lots of SKUs.
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- Strategy 1: How to visually create differentiation and stand-out for your product within a saturated niche.
- Strategy 2: How to gain cost and time efficiencies by choosing the right packaging architecture system for your product range.
- Strategy 3: How to define your Core Purchase Drivers that your customers need to see on your packaging.
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What you will cultivate:
- A practice for reflection and Create a vision for your business.
- A connection with your intuition on daily business for making aligned business decisions.
By submitting your form, you permit us to get in touch with you via email and send you additional brand and packaging design resources and tips for visionary, conscious biz owners. We respect your privacy and will never spam you or share your details. Unsubscribe any time.
What you will learn:
- Step-by-Step method: For defining your brand's unique archetype blend.
- Examples: How to apply the personality archetype system to your brand.
- 3 common mistakes: to avoid when expressing our brand's personality and voice.
By submitting your form, you permit us to get in touch with you via email and send you additional brand and packaging design resources and tips for visionary, conscious biz owners. We respect your privacy and will never spam you or share your details. Unsubscribe any time.
This Packaging Checklist is divided into 3 parts:
- PART 1: Covers the must-have content specific to each product SKU.
- PART 2: Covers the company and business info that all your products packaging should include.
- PART 3: Content and visual elements unique to your brand that can differentiate your product for maximum stand-out in a saturated niche.
By submitting your form, you permit us to get in touch with you via email and send you additional brand and packaging design resources and tips for visionary, conscious biz owners. We respect your privacy and will never spam you or share your details. Unsubscribe any time.
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