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Corporate Colour > Packaging
With packaging, you will put a lot of energy into deciding on the
shape, the layout, the typeface and the colours, and often in that
order. The general public, however, will respond to it in a different
order: the first thing they will in fact register is its colour.
On average a consumer takes 15 seconds to make a purchasing decision
in the supermarket - not long enough to be affected by even the
most seductive copy, layout and typeface, unless the colour has
attracted them initially. If you have not got the colours absolutely
right, if they are not in tune with the product and what it represents
in the mind of the consumer, it will not matter how appealing the
other elements in the design mix are, your proposition is dead in
the water and the consumer will move on.
Therefore if you package your product in the right colours, people
will be attracted to it, and buy it. Unfortunately, 80% of new product
launches fail, and the colours of the packaging are often a major
factor in that failure. Yet when it happens, it often does not occur
to anybody that the problem might have been the colours. Even if
the thought does occur, having chosen the colours by a subjective
process of consensus in the first place, it is impossible to analyse
what precisely was wrong with them.
Colour Affects removes all these problems for you, telling you
where you went wrong and more importantly how to remedy it.
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