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A More Colorful Shelf Presence

Posted: August 28, 2008, from the March 2007 issue of GCI Magazine.

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“Kaleid-A-Vision offers practical design support in the early design stages of package development,” says Brownfield. “The system provides unlimited color and effect stylings for actual bottle designs and label imports. It keeps the color development process moving forward since all involved can create and communicate in real time without traveling to an outside design studio or color lab. This means much faster time to market.”

Once the colors for a package are chosen, Ampacet creates formulations to match them and then sends sample bottles and closures to the customer for evaluation. The need to work with color chips, spray-painted bottles or pictures from magazines is eliminated. As a result, the number of color matches needed is likewise reduced and the overall color selection process becomes more efficient. Kaleid-A-Vision image files can be shared electronically and work with most commonly used design formats.

The annual forecast includes socioeconomic research into the global influences likely to shape future color preferences, and examines the predicted evolution of colors over a 12–18 month period to create a palette of 16 global colors, supported by four regional palettes.

Clariant Masterbatches Division’s color trends initiative, ColorForward, has demonstrated that reflective light and tactile experiences play increasingly important roles in both mass-market and luxury packaging. Based on its findings, the company developed ENIGMA Effects Pack, which launched at HBA 2006. Clariant states that the pack demonstrates how special-effect color systems incorporated into a package’s design capitalize on trends and give products increased consumer appeal. As with Ampacet’s forecasts, ColorForward explores changes in culture and lifestyle and how they affect color choices and preferences.

The pack itself includes color/effect systems demonstrated in six multilayer high-density polyethylene (HDPE) bottles finished off with a clarified polypropylene (PP) thin-wall over cap. Pack color system begins with the same base color—an opaque, saturated purple. The purple is then paired with a different effect in each bottle to demonstrate how the look of a package can be changed with special treatments such as tactile effects, reflective effects and the company’s “wet look”—a smooth, high gloss surface.