by Amanda Nugent
April 10, 2017
Tradition and brand consistency are critical, but your visual merchandising colors don’t always have to be the same every spring. Mixing up variants within your form will keep your customers refreshed and interested through the same seasons and cycles every year.
What color is more indicative of the excitement of something new than green? Pantone is right on key, so much that they named “Greenery” the 2017 Color of the Year.
Pantone says, “Greenery is a fresh and zesty yellow-green shade that evokes the first days of spring when nature’s greens revive, restore and renew.” The “Color of the Year” is a reflective commentary on today’s global culture, meant to place a mirror up to our world and become a symbol for solace, unity, and celebration.
This is the perfect time to incorporate trendy green into your confection packaging strategy. Visual merchandising is extremely important to connecting with your consumers and winning their hearts, and green is most relevant right now through summer. Pantone even created a guide to color pairing greenery all year round. Put this in your visual marketing tool kit and use it as a reference for design.
If you’re not that keen on green, or if it clashes with your pre-established brand colors too much, Pantone also has a 2017 spring color report, offering bright and cheery suggestions like Pink Yarrow, Flame, Island Paradise, and Primrose Yellow, as well as subtler hues like Hazelnut, Niagara, Pale Dogwood, and Kale.
Pro Tip: pair your spring colors with eco-friendly earth toned Kraft paper packaging to make your spring colors really pop, like fresh tulips in a garden. Be practical and aesthetic; Kraft paper packaging works especially well conveying a message to the customer if you’re packaging natural or artisan products, or if sustainability is an important part of your brand. Learn more tips on how to Get Krafty.
Last bit — don’t be afraid to be bold and try something new with your brand. Distinguish yourself from the rest by telling your story visually, the most powerful way to say it.
Try out embossing, hot foil stamping, imprinting, litho wrapping rigid set-up boxes with specialty textured papers, windowing, laminating, new types of paperboard, variable printing on Tap’s digital press for test marketing and target marketing… It’s time to reach out and create new connections and new love with your target audience!
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