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  1. Interview
June 28, 2022

Video Interview: How colours are influencing packaging choices

In this interview Alison Rodwell, colour trend expert at James Cropper, reveals the shades most likely to work for brands.

By Ryan Ellington

Bespoke packaging manufacturing company James Cropper asked 500 UK designers to share what’s driving colour choices for brands right now and found there’s a major shift in consumer attitude compared to just before the pandemic (2019).

Alison Rodwell, who is one of the technical specialists at James Cropper and a colour trend expert,  told Packaging Gateway that during times of unrest, such as the global pandemic and the ongoing war in Ukraine, the industry may look towards using more stable and positive colours. She also explained the impact of colour can be really important as it can emote many different feelings for the consumer.

She points out that a  lot of purchases are made based on the colour of the packaging. There are a variety of factors that can determine colour choices such as political issues going on in the world, environmental challenges and anything related to war. 

She adds: “Social unrest can also have an impact on what types of colours we might choose.”

With many aspects of the world around us changing, particularly the advancements that are seen within the Internet of Things (IoT), innovation is pushing the packaging industry into the future. The ever-growing use of the internet and the evolution of the metaverse have created new challenges for many businesses.

“A lot of companies have gone online during the pandemic-induced lockdowns, and brands had to make sure they offered an online and physical presence that aligned with one another,” says Rodwell. “Brands should try to get consistency across the physical and the digital. The brand colour should  be expressed in the same way so that each colour looks the same whether it is on a screen or in real life.”

Rodwell argues environmental impact is having the biggest impact on packaging choices. As the average consumer becomes more environmentally conscious, more companies may lean towards colours such as green because they are seen as environmentally friendly and may encourage consumers to engage in eco-friendly practices.

“Colours can have such a big influence on how we feel, our emotions and how we feel about a product and its packaging. In fact, it has a big influence on people’s opinions of what’s going to be inside the product. So it really is crucial that you think about the colour of the packaging that will house your product and consider how it’s going to connect with your customer as well.”

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