The New Meaning of Color
There has been a lot of discussion about today’s “new” private label packaging as it relates to color — rather the absence of color. While some have declared white the new black, we should examine our brands and messaging to ask, “Is design really that black and white?”
Traditionally retailers have looked to color to help communicate their value proposition. Black has meant premium, or unique offerings. Green has meant healthy, low fat alternatives for the family. White has traditionally been relegated to the price position of commodity and staple items. A stroll through any store shows those clear-cut definitions are now very gray.
When private label was born over 20 years ago, plain simple packages were designed to contain product at a great price. Happily, yesterday’s generics are all grown up. Today’s generics reflect a sales powerhouse for retailers looking to capture and retain loyal customers. A recent Information Resources, Inc. Times and Trends report states that “nearly everyone purchases some private label CPG products; penetration is 100%.” Think about that. Every household in America has at least one private label product.
Consumers today are much more educated than in the past too. In our attempt to keep customers and bring them into our stores, brands have focused on innovative product and brand launches. However, with families having less disposable income, studies have found that they are less likely to buy new products because of the financial risk. As a result, well recognized brands and affordable alternative brands such as private label options have benefited from well-designed, well-priced and high-quality programs that are recognizable and easy to line-extend. But we must consider what the consumer sees as recognizable.
The Meaning of White
Today, packaging is clean, simple and straightforward. White can mean basic value as seen in the “Simply Value” line at Smart and Final or national brand equivalent alternatives like “Great Value” at Walmart. Or it can be the background for a specialty label like “Villa Roma” at A&P or even a premium alternative for natural and organic products as seen in “Meijer Naturals”.
To add to the color conundrum is the introduction and rise of organics and natural lines, where white has taken on yet another new meaning. It has come to mean purity of ingredients, and the absence of antibiotics, preservatives and additives. This is seen in the packaging of Safeway’s “O” line and Whole Foods “365” brand. Organic products are also seen as more expensive. Today’s premium organic white has come full circle from yesterday’s generic white.
We also need to remember the importance of product perception - how products look when they arrive on the shelf.
The trend toward white packaging requires the commitment from the entire organization. Supply chains, like the private label and quality assurance teams, have advanced over the last decade. The challenge of bringing a clean, white package to shelf requires a well-oiled supply chain, great in-store stocking and distribution control, and expert knowledge of printing and finishing in order to protect the substrates to ensure the package makes it from press to pallet to truck to warehouse to store shelf and ultimately to the home shelf. Organizations have to become more aware and committed to maintaining quality both in the box as well as on the box.
Private Label Pillar
Target said it best when it launched its campaign “good design doesn’t have to cost more.” Private label has long been the pillar of that statement. There’s elegance in a perfectly proportioned design with messaging so subtle you don’t even notice how the eye moves around the package in a prescribed order. The delicacy with which food becomes art and color takes on meaning is a skill. But as with any good design, color is only one aspect of its success. Communication is still king, and in a three-second decision moment with savvy consumers, messaging, strategy, appetite appeal and clarity of benefits and claims is still what will ultimately make or break a sale.
There is a fine line between the simplicity of a predominately white design and lack of communication. We should not abandon the message for a trend. If we hope to find simplicity in this complicated economy and industry we must be careful not to remove the nuances and embellishments that add layers to our designs and our communication.
Many brand strategists and marketers say white states: simplicity, honesty, purity, value and good price. Each of the packages discussed above share a common theme. They don’t want to be over-packaged or pretentious. The once dreaded white space has now become breathing room in an over-crowded and complicated shelf environment. But as we let in breathing room in our packages, we have to make sure we also don’t let in unintended consequences.
Retailers should still strive to stand out and be true to their brand instead of feeling forced into white designs. If all private label brands grow to be alike in their presentation, they run the risk of becoming the one thing they try not to be … generic.
We have to be careful as an industry not to completely abandon black (or any color) for white. Design trends are cyclical. White will bloom back into color at some point. Brands should freshen their images but always be mindful of what they are selling and the message of their unique brand. n
*Deborah Ginsburg is the president and owner of Strategia Design, LLC. A design and branding firm in Fairfax, Virginia. www.strategiadesign.com.
