Janoschka magazine Linked_V8_2023

56
k n o w l e d g e & c o m p e t e n c e
issue #8 ©
l i n k e d
57
“COLOUR
MANAGEMENT”
Are the colours right? Whether during the
early stages of the design or later on, colour
is the name of the game in packaging design.
Studies have shown that three out of
four consumers regularly claim that colours
essentially influence their purchase decision.
Nevertheless, colours are no longer just a visual
effect. Today, they are defined, measurable
values. According to research conducted
by Loyola University Maryland, exact reproduction
of the colour palette increases the
recognisability of a brand by 80 per cent.
In the limelight
Ideas and creativity are needed to show what the product can do. Alongside their
pastel colours, macarons are known primarily for their airy lightness. To capture
their weightlessness in the photo, the food stylist places the individual biscuits
on transparent stands. The graphic designer then arranges the macarons to fit the
desired picture composition and make them float. Additional design features
enhance the effect to show them at their best.
STANDARD
PACKAGING
FOR A
SINGLE
PROMISE
linked.global
Packaging needs to live up to what the
brand promises. Many factors are involved
in ensuring that the design, layout
and colour always produce a consistent
brand image – the printing substrate
being just one. Linked2Brands starts by
using its know-how and expertise to
create an appealing image of the product.
The second task is then to ensure
that the image slots seamlessly into
the overall design so that the brand is
reflected in every package and at every
point of sale.