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Color Predictions for 2020 Pack Designs

Predicting color trends and translating them to package design involves examining a range of disciplines and historical trends—as well as that unquantifiable ingredient: instinct.

Predicting and acting on color trends is one way package designers can deliver designs to their clients that stand out on shelf.
Predicting and acting on color trends is one way package designers can deliver designs to their clients that stand out on shelf.

Predicting and acting on color trends is one way package designers can deliver designs to their clients that stand out on shelf and position them as trendsetters. It’s a rewarding exercise to lead the conversation when it comes to identifying global affinities for certain palettes and hues and how these can be adapted to packaging, helping steer particular trends to the supermarket shelves in the months and even years to come.

At Equator Design, we examine indicators from a multitude of disciplines to track trends both big and small, with the ultimate goal of assessing which ones will affect or be suitable for the retail market. Each of our teams scrutinizes trends across all sectors, as we look to draw influences from a variety of non-food categories such as DIY, interiors, fashion, etc. We also monitor trends from a local, regional, and worldwide perspective, examining the paths they follow and mapping their progress over time.

After years of ongoing research, we have learned where we most need to focus our investigations and have come to understand how different areas and disciplines affect each other. Through our research, we’re able to look into the future and predict what’s on the horizon, placing us in a proactive position.

As we follow color trends, we look at areas such as:

  • Fashion: This includes catwalk shows and international fashion weeks, luxury, High Street, and niche fashion brands, the interplay among markets, and how movements make their way to the retail shelves.
  • Current affairs: What is happening in the world has a direct impact on the mood of consumers both locally and globally, which in turn affects their emotional response to what they are looking for and what attracts them.
  • Social media: Social media lends insight into emerging artists, popular art, and design. In short: what’s hot, and what’s not.
  • Events: Occasions such as anniversaries and celebrations remind us what’s happened, and what significant events are ahead.
  • Traditional research channels: These include consumer feedback and reports, which help us understand consumer behavior.

Our experience mapping trends enables us to examine how they’ve developed over time and how the latest of these may be similar to or different from what we’ve observed in the past. And time is certainly a critical factor: Consumer Packaged Goods brands need to work at least 12 to 18 months ahead in launching products due to the production demands of the retail sector. Christmas ranges, for example, start 18 months before they are due in-store, and products sourced globally need to have time to be shipped. As time to market for the retail community shortens, we are seeing the High Street needing to become ever more agile.

Color trend adaptations: the food market

There are many specific category color cues as well as a number of general rules the food packaging sector adheres to in terms of which shades are suitable. These stem from both a desire to appeal to consumers’ appetites as well as technical restraints, including in-store lighting and challenges related to package printing.

The in-store lighting of supermarkets, especially in the areas where refrigerated and frozen products are displayed, has a dramatic impact on color perception. Even the effect of a backlit fridge or an obscured freezer door must be taken into account when colors are chosen.

When it comes to printing, there are several things to think about—for example, the number of printing stations or plates being used and their effect on the packaging substrate. Though it’s often trickier to recreate some colors when printing at the high speeds required for retail packaging, the production experience within our team means we not only know the limitations of different print processes and substrates but we also know what questions to ask of the printers involved in the project to ensure their equipment can deliver the finished pack true to the design.

Clients’ insights are also crucial in the selection of color, so it’s vital to keep an open dialog with them during each stage of the design process. Some have very specific thoughts on color, and while a designer may present them with research around their target market or the latest trends, their input is indispensable.

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