Life Savers, a well-known candy company, has used a multi-colored striped background on the wrapper for its multi-flavored hard candies. Later, Curtiss Candy Co. introduced their brand of hard candies in a multi-colored striped background wrapper. Life Savers sued... The court denied Life Saver protection of their striped colors, citing that no trademark infringement or unfair competition had been established. They found that it was a "general practice of the trade" for hard candy manufacturers to sell their candy in packages with multi-colored backgrounds for their assorted flavored discs, and labels with single colored background for their packages containing one flavor of candy discs." They concluded that the multi-colored background was in fact descriptive and served as a ready identification of the flavor of the candy in the package.
Purple combines the stability of blue and the energy of red. Throughout history purple has been associated with royalty, nobility and prestige. It symbolizes mystery, magic, power and luxury. Purple is often used to portray rich powerful kings, leaders, wizards and magicians. Purple combined with gold can be flashy and portray wealth and extravagance. Light purple and pink is good for a feminine design and is a popular color among teenage girls. Bright purple along with yellow is commonly used in promoting children's products. It gives the appearance of something that is fun and easy to do.
Yellow is the brightest color to the human eye. It represents youth, fun, happiness, sunshine and other light playful feelings. It is a cheerful energetic color. Yellow is often used for children’s toys and clothes. Yellow is often hard to read when placed on a white background so designers must be careful when using yellow, that it isn't’t too difficult to read or notice. Though yellow is a bright cheerful color, as it starts to darken it, however, quickly becomes a dirty and unpleasant color. Yellow can also be associated with being scared and, cowards. The term "yellow belly" is proof of that.
Green is the color of nature and health. It represents growth, nature, money, fertility and safety. Green is a relaxing color that is easy on the eye and has a healing power to it. It is often used to represent anything having to do with health. Many pharmaceutical and nutritional companies use green in their logos and material to advertise safe natural products. Dark green is commonly associated with the military, money, finance, and banking. However it can also be associated with being new or inexperienced as being green or a "green horn". Green is becoming a very popular color in design for web sites.
Brown: This earthy color conveys simplicity, durability and stability. It can also elicit a negative response from consumers who relate to it as dirty. Certain shades of brown, like terracotta, can convey an upscale look. From a functional perspective, brown tends to hide dirt, making it a logical choice for some trucking and industrial companies.
Black: Black is serious, bold, powerful and classic. It creates drama and connotes sophistication. Black works well for expensive products, but can also make a product look heavy.
White: White connotes simplicity, cleanliness and purity. The human eye views white as a brilliant color, so it immediately catches the eye in signage. White is often used with infant and health-related products.
Blue: Cool blue is perceived as trustworthy, dependable, fiscally responsible and secure. Strongly associated with the sky and sea, blue is serene and universally well-liked. Blue is an especially popular color with financial institutions, as its message of stability inspires trust.
Red: Red activates your pituitary gland, increasing your heart rate and causing you to breathe more rapidly. This visceral response makes red aggressive, energetic, provocative and attention-grabbing. Count on red to evoke a passionate response, albeit not always a favorable one. For example, red can represent danger or indebtedness.
Sometimes, changing a company color is necessary to indicate the company is still modern and progressive. When freshening up logos or changing a product's color, there are a number of things to consider, says Leatrice Eiseman, executive director of the Pantone Color Institute and international color expert. "You have to think about whether or not you want to retain some of the past, or completely do away with it," she says.
Contrast is key to readability in print and on the web, but William Beachy on GoMediazine writes that designers too often make the mistake of using color difference rather than value difference when judging contrast. Value is the brightness of different colors or inks. Bright blue lettering against a bright red background can be vibrant--so vibrant that the edges where the colors meet seem to vibrate, making it extremely hard on the eyes. Bad contrast can make text in a design unreadable. Beachy suggests an easy way to check color contrast when designing a layout is to temporarily convert it to grayscale, easily done in Adobe Illustrator or Photoshop. If you chose the right values for your colors, the readability will be evident in black and white.
Color is contextual. For example, you might buy a shampoo that's bright orange, but you're probably unlikely to buy a car in that same color. So when thinking about a color for your product or marketing materials, it's important to research the typical choices of color among your competitors, and understand what a particular color is trying to communicate to a customer.
"Go into the store and take a critical look at what colors are there," says Jill Morton, a color consultant and author of a series of e-books about color.
Research has shown that color influences our emotions in a variety of ways, but perhaps most importantly, it's the first sensory touch point with a customer or client. "The first point of interaction is shaped by the color, and color is the most memorable sense," says Leslie Harrington, the executive director of The Color Association and a color consultant. "Before anything else, they see color."
Marketing research indicates that over 80% of visual information is related to color. In other words, color conveys information and/or provides the user with some other operational benefit.
The use of distinctive colors to identify products can be seen everywhere, from pharmaceutical items to industrial equipment. Some products are packaged in a variety of distinct colors.