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Using Packaging Color to Capture Your Brand's True Personality

Next I-Seminar: Color and Packaging: How Color and Color Combinations Can Capture the True Personality of Your Brand

I-Seminars are live, interactive Web presentations on current hot topics, competitive developments, industry innovations and consumer trends led by industry experts. The Institute hosts a one-hour I-Seminar each month. Participants view the presentation through a Web browser, listen by phone and have opportunities to ask questions.

  • Time: July 10, 2008, 1 p.m. CST
     
  • Host: Russ Napolitano, VP, Business Development & Brand Strategy, Wallace Church, Inc. and Dina Puglisi, Color & Design Specialist
     
  • Price: $55 for Institute members, $155 for non-members.
     
  • Registration: Members, please contact Laura Carlson to obtain a discount code and registration link. Non-members may register here.
Description: Color influences our mood in many ways and certain colors will elicit certain emotional responses. Just as we use color to give family, friends and strangers a peek in to our personality, the color of a package is also an immediate factor in letting consumers know the personality of your brand. Does the color of your brand's packaging reinforce its desired positioning and communicate what you intend it to?

Seminar Tangibles:

  • The role of color in consumers' perceptual hierarchy
  • Key color trends for 2009 - 2012 and the primary tools used to forecast them
  • Learn what specific colors in combination communicate emotionally
  • How color can help your brand get noticed at shelf
  • Learn how specific colors were selected and used to reinforce a brand's positioning
  • The key steps to developing packaging that will capture the true emotions and personality of your brand

Biographies:

Russ Napolitano is Vice President Business Development & Brand Strategy of Wallace Church, Inc. where he oversees marketing and business development for the firm. Russ obtained his undergraduate degree at Rutgers and his MBA in marketing and advertising from Baruch College in New York City. He is a member of the American Institute of Graphic Arts, The American Marketing Association, The Art Director's Club, The Institute of Packaging Professionals and The Brand Design Association as well as a Distinguished Faculty member of the In-Store Marketing Institute.

Dina Puglisi is a consultant in the areas of color and design trend research, communications and strategic merchandising for consumer products and decorative materials. She helps clients develop comprehensive solutions to color design and merchandising challenges. Dina has a degree from the Fashion Institute of Technology, is a long-term Chair holder within Color Marketing Group, having served two terms as Executive Vice President of the association's Board of Director's and is an active leader of Fashion and Consumer Color Directions Committees.

Published: January 2008

Source: In-Store Marketing Institute

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