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What does color have to do with good product packaging? The answer becomes clear once you dive into color matching for printed packaging. While the concept of color matching is simple, the truth is that this isn’t simply a minor detail to check off your list when developing packaging. Being precise with color is important for brands because research shows that color is critical in consumer purchasing decisions. In fact, 75% of snap judgments about consumer products are based solely on the color! Take a look at the unmatchable importance of color matching.

What Is Color Matching in Packaging?

Color matching simply refers to verifying that the colors on your packaging look exactly how you intend for them to look. There’s a lot that can “go wrong” from conception to production when it comes to colors used on packaging. The modern process of color matching emphasizes the need to verify that the hues you’re seeing on the screen will translate impeccably to real life. The core aspects of color matching include:

• Comparing brightness.
• Comparing saturation.
• Comparing hue.
• Confirming accuracy of colors ordered versus colors received.

The good news is that color matching is a simple process that can be done in a quick session! That means that your brand can confidently tap into the benefits of color psychology for your marketing purposes. However, it can’t be done unless your packaging supplier is willing to provide you with the materials needed to confirm that all is as it should be. While color matching is a standard practice among reputable packaging vendors, some inexperienced suppliers may be reluctant to allow you to perform color matching on packaging materials. Make sure you bring up this final step even if your vendor doesn’t!

What Factors Impact Color Matches on Packaging?

Many brand managers and product managers wonder why so many discrepancies in color exist. There are several factors that can “throw off” color accuracy during the process of designing packaging. Here’s a look at some of the most common reasons why the appearance of certain colors won’t always translate correctly:

• Lighting: Colors used on packaging materials can appear different in different types of light. This is why vetting colors based on how they look under artificial lighting, natural lighting and “store” lighting is important. A photograph of a package doesn’t convey all of the nuances that can occur when a package is moved through different environments.
• Printing Style: Colors can actually convey differently based on how they are applied to a material. For instance, screen-printed colors may look different than other options.
• Screen Resolution: If you’re only seeing colors on your computer screen, you may actually be seeing a totally different finished product when compared to the person on the other side of the screen. RGB and HEX colors on a screen actually aren’t intended to print out as exact matches. Colors appear dramatically different on screens than they do in real life!
• Expectation: If you’re transferring colors that have been used on digital ads or websites for a product, they may not translate perfectly when printed on tangible materials. Tweaking is often necessary to make what you see online actually look the same in person.
• Final Treatment: What happens during the final steps of producing your product packaging greatly impacts the final color result. That’s why it’s important to source your packaging from professionals with the understanding, tools and built-in processes that make accurate coloring possible. Small details related to curing, pressure, screen-mesh count, squeegee sharpness and the angle used can all impact your final color result.

The good news is that you’re not stuck with trying to navigate the complexities of color on your own if you’re simply trying to bring your product to market without a packaging team of your own. Packaging designers and engineers fully understand this process. Competent packaging professionals will always integrate correction of color discrepancies into the overall plan for bringing your packaging ideas to life accurately.

Are the Pantone Matching System and CMYK System Part of Color Matching for Packaging?

Yes! Most packaging manufacturers use the Pantone Matching System (PMS) as the default universal coloring system. This makes the lives of brand managers and product managers much easier because they use this standard system to know exactly what packaging vendors are talking about when they refer to colors. Each color within the Pantone Matching System is given its own number code.

Once you select a color that you want to be used in your packaging design, the packaging designer tasked with bringing the product to life will actually look for the corresponding number in one of two places. The first is the cyan, magenta, yellow, and key (black) system for plates. This is what’s known as the CMYK system. The second is the PMS.

A Cheat Sheet on CMYK and PMS

Pantone prints use colors in different inks. That means that the necessary printing plates are placed together to create the color you want. The company that you work with for sourcing your packaging will ideally have swatches that were purchased directly from Pantone that allow you to see an accurate representation of what your finished box will look like once the color has been applied.

The process is different with CMYK. In fact, CMYK is commonly referred to as a four-color process. Most people are actually very familiar with CMYK color printing without even being aware of the fact that they are. CMYK is the default for most home and office printers! Unlike PMS, CMYK utilizes four separate colors at once. Every finished color is actually the result of cyan, magenta, yellow and black coming together in tiny dots to create colored images. What’s incredible is that these four colors can blend together to create nearly any color you can imagine. However, it’s still sometimes necessary to upgrade to the seven-color process that folds the colors of orange, green, and violet into the existing CMYK scheme. A seven-color CMYK option isn’t the norm in packaging production simply because the added time and expense won’t always be practical for brands. However, it’s an option that allows you to achieve a highly specific color choice with intense accuracy when creating custom product packaging.

Does Coating Impact Color Matching on Packaging?

Yes! This is something that can sometimes get lost in the details of selecting all of the finishing touches for product packaging. The fact of the matter is that coatings change how printing surfaces react to color. That means that your color will display differently depending on whether you decide to go with coated or uncoated packaging.

The reason why colors can look different on coated surfaces than they do on uncoated surfaces comes down to how the ink sits on the surface of a material. Start by picturing a simple poly mailer with a smooth, shiny coated surface. The ink applied to this type of packaging will simply sit on top of the slicker surface to create a bold look. Next, picture an unfinished, rougher mailer made of kraft paper. The ink that is applied to this type of packaging will get absorbed into the surface to create a more “faded” look. As a result, you’re really talking about a brighter color finish versus a faded color finish when it comes to applying your colors to packaging with different coating choices.

Tips for Achieving Beautiful Color Matching From the Start

There are some ways to make the process of color matching smoother from the start. While it’s always necessary to confirm color matching near the end of the process of developing your packaging, being consistent during the entire process can prevent the need for drastic corrections. It’s recommended that you utilize an actual color matching book when selecting the PMS and CMYK color choices you’d like to use on your packaging. The benefit of having a physical color book is that you’re not confined to simply trying to match colors on a screen. You’ll have the ability to pick colors based on how they actually look on printed paper in person.

Avoid a Mismatch: Get Help With Color Matching

Color matching is one of many details necessary to create polished custom packaging. If you have questions about selecting the right colors to unite your packaging with your brand identity, Mid-Atlantic Packaging is here to help you bring your concepts to life using quality, durable packaging for all types of consumer goods. Book a free price quote for custom packaging with our team today!