Plastics are synthetic materials made from different polymers such as polyethylene, PVC, nylon etc. Plastics can be moulded into specific shapes or forms to serve a purpose. The types of plastics that require objective colour measurement are centered around the packaging industry.
Colour plays a huge role in product packaging (colour of packaging informs 65% of the buying decision); it determines consumer buying behaviour through triggering certain emotions and mental states about the item or product . Colour and Appearance in packaging can also be associated with the print finish, the shape of the packaging and also help in understanding gloss and texture. These elements play an important role in the appearance of plastics and packaging.
The COLOUR of your packaging should be able to speak directly to the appropriate consumer, there are different ways of speaking to a consumer and many factors to take into consideration (has your product got to do with health and wellness or is it something fun? Could it be dealing with a problem or making you feel better about something). These are the types of factors you would need to consider when packaging your product, and it goes without saying the packaging itself is the most powerful representation of your brand and the nature of your organization.
Now, let’s take a look at the influence that colour can have on the perception of your product:
- BLACK – Black generally shows a sense of power&prestige, it announces a class and elegance. Black is used mostly for high end products which gives a feeling of exclusivity. The less/more? dark the colour the more intense the message will be. In the case of retail packaging, black is used for the more expensive series or looks.
- RED – Can be split up into Darker shades of red which gives a feeling of professionalism and luxury, where as a lighter shade of red products could be associated with excitement and gives a sense that the product is relatable and therefore affordable, because red triggers appetite it is a common fast food chain colour and therefore a popular colour for food packaging.
- GREEN – Being the most predominant colour in nature, is linked to products that are sustainable and environmentally friendly. A lighter shade of green invites impressions of change and growth and is associated with organic products. In food packaging it is predominantly used for healthy and natural foods.
It is important for Companies to make sure that their products look good and consistently appear the same each time a consumer purchases their goods. Research shows that variation in the colour of the packaging considerably effects the consumers ability to recognize the product. We at Narich help in this respect as our colour measurement instruments in the plastics industry assists in controlling the colour of polymer base materials, masterbatch pellets and final plastic products made by extrusion or injection moulding. The Importance of colour measurement, improves processes and monitors quality.