Building Brand Consistency Part 1: Colors and Packaging

floral gift box set


You’ve heard a good deal recently about rebranding and branding. You have been doing business for a long time and have not really paid attention to the jargon; you have your business and it is based upon service and attention to detail.


The ability to brand or rebrand your business using consistency, colors and themes does not mean letting go of creative approaches to packaging. It means learning to use simple concepts about color and theme to revitalize your brand and save you money in the process.

tissue paper full color spectrum

4 Color Schemes that Work to Build Brand Recognition


People respond to what they can sense. Color, visual sensation provides you with a recognizable branding element.  It can be interpreted in two ways: you colors are blue, green and beige for example. Or it can be that you use color consistently in a particular manner. Here are four different ways to approach the use of color:


1.      Monochromatic color: Using a monochromatic color palette can expand your approach to packaging offering you and your customer with a variety of colors and options. For example, wrapping paper, tissues paper, ribbons, gift cards can be monochromatic without being boring. And you are not necessarily limited to one color group. If you choose the monochromatic approach, you can carry that approach throughout the color spectrum. Avoid using the same color intensity, as that can be boring.  Shades and tints of color add depth and contrast. What a customer will remember is the beautiful effect of the monochromatic approach and the wide variety of colors that affords the customers.

2.      Analogous Colors: Analogous colors allow you to bring a hint of surprise into the color arrangement.  This color treatment is based upon three or more colors next to each other on the color wheel. You can expand the number to 4 or 5 if you like. The intensity of the colors will provide you with either a subdued or intense feeling.

3.      Complimentary colors: Materials that are complementary can give your packaging a playful or festive feel. For example, if your box is beige, your wrapping paper maybe beige, green, yellow, purple and violet.  Choose a base color and move off of that color. There a many combinations that can occur based upon a starting color. Decide where you want the starting to color to be place and build from there.

4.      Triadic colors: A more unusual but aesthetically pleasing approach is the use of Triadic colors. These are colors equally spaced around the color wheel and can provide surprising color combinations. These colors can be harder to balance. You can use more subtle colors if this feeling is produced. This may be a more difficult approach but it can be successfully used in packaging.


A good source of color schemes can be found in nature. Look at the variety of monochromatic shades in a flower or a tree. Nature can provide you with the creative impulse you have been lacking. Translate those colors into your packaging materials. The greater the detail to the packaging, the more visually exciting the presentation, the more your customers will positively respond.

You want your customers to appreciate and respond to the experience of receiving something beautifully conceived and wrapped. Such attention reflects upon you as a business owner and your concern for detail and customer service. No one walks away from a store with a beautifully packaged item feeling badly.