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Why more packaging should be black, and why it's so easy to get wrong

from Ad Week

When designing a line of products or brands, one strategy is to look for a single color around which to build a visual architectural block. This key design feature helps a brand stand out from the competition as well as on the shelf. Block colors are often neutral in tone — think creams, blues and, in some cases, white and black are used. These colors (or, in the case of white, lack of any color) do not immediately suggest a flavor and are favored by marketing and design teams for their flexibility and endurance in the marketplace. more


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