Color and packaging: blue is the symbol of calm, stability, strength, resilience, tradition and elegance. Let’s find out how to best use it to convey the right message.
Color and packaging: blue. It is no coincidence that in these times of uncertainty, anxiety, stress due to the global emergency, classic blue – prophetically crowned as the color of the year 2020 by the Pantone institute – invites us to slow down and reflect.
One of the most classic sectors in which blue dominates packaging design is food and beverage. Blue recalls the tones of nature, the sky and the sea and reassures us about the origin and quality of the products we buy.
This is the case with the Mareblu tuna in this particular premium packaging. It is made up of a very distinctive cardboard sleeve. Communication is focused on wholesomeness (only a drizzle of extra virgin olive oil) and lightness (steamed cooking). The silver typeface conveys a touch of elegance. Since blue is often associated with the past, with rigor, it may not resonate with younger consumers. This aspect should also be considered when choosing a classic shade.
Blue is also the nuance of luxury. The manufacturers of these coffee bags packaged in an essential and rigorous style must have known. The lid and bottom box is linear but extremely accurate. Gold completes the ensemble with a touch of royalty. It is a product whose price range is certainly not entry level and it will hardly be positioned low on store shelves. As a famous slogan said: “it is for many, but not for all”.
Staying on tradition, we want to mention the particularly suggestive packaging of Antonio Amato’s pasta. The cardboard box is more precious than the classic soft pack, the design with the cement tiles recalls a kitchen from the past overlooking the Amalfi Coast and the payoff reads “Sunday pasta”. Here too we are not talking about everyday products, but about atmospheres that taste like celebrations, special occasions, bringing us back to family meals at grandma’s.
And what did our grandmothers always have in store for us? Many will have answered the Rossana candies, well you were close. The answer is a sweet cuddle. Since 1882 Feletti has spoiled us with very fine chocolate, covered in precious wrapping, almost like the blue and gold mantle of a king, with the shape of the Mole Antonelliana peeping out from below. Fineness, classicism and majesty. Color is everything to get to the right positioning.
In the old dining rooms the Chippendale furniture appeared, consisting of the buffets and the sideboards, where the refined liqueurs stood out, those that were offered to exceptional guests. The boxing of this French cognac revives this mood. A noble coat of arms, a sealing wax stamp, an exclusive golden signature and we are already seated on a Louis XVI chair sipping a refreshing drink for the body and the spirit.
You don’t drink alcohol? Well we couldn’t have known, but we can offer you an infusion in a thousand and one nights style to ease our tired minds and accompany us towards some well-deserved rest. These midnight blue tones and the firmament of stars are enough to make us feel a little better. Personally we would have eliminated the illustrations of the ingredients, a bit tacky compared to the soft and enveloping background. But understandably this product must face fierce competition in its segment. It needs to shout at us while we wander through the shop lanes and convince us to buy it with the promise of much needed protection and tranquility.
Why not take advantage of this forced lock-down to try out some blue packaging solutions for your exclusive products? Just create a prototype, adapt it with the distinctive features of your brand and start testing it on your target audience, waiting to start distribution in style. Feel free to test away, Packly will do the rest!