BRANDING AND COLOUR
Recognition pays an important role in brending, particulary in supermarkets and other self-serve evironments where shopping time can be limited. It is so much easier to reach out and pick up a familiar item or scan the shelves for products identified by color association (see designing with Colour).
There are however, occasions when powerfull branding transcends traditional colour association. The turquoise colour used on the Heinz Baked Bean labels is so well embedded in the minds of most consumers, that the more usual association of blue/green in food with mould is not automatically made. Selecting colours appropriate to a product that also forms part of a design that will stand out from other competitive brands, many of which display similar colourways, is an interesting challenge for the graphic designer.