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The Somewhat Mysterious and Altogether Ambiguous Art of Selecting the “Right Color”

By: Chris Pandis
Posted: April 7, 2011, from the April 2011 issue of GCI Magazine.

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Lastly, it is important to remember that consumers do not change their minds abruptly. They don’t stop responding to one shade in favor of another. Rather, color preferences, like mass social trends, tend to evolve slowly in time and over geography. That’s why no one can tell you what color to choose. The best they can do is provide information and inspiration that you can interpret and adapt to fit your own marketing objectives and product requirements.

Chris Pandis is the global head of packaging for Clariant Masterbatches, whose products are marketed under a number of global brand names—including OMNICOLOR universal color masterbatches. www.clariant.masterbatches.com; www.clariant.com