Q: WHEN WOULD YOU DECIDE TO ADD IN A METALLIC COLOR?
We start with how the product is positioned in the market space and consider if it needs to be elevated. Then we would pull a metallic into the working palette, as a way to “premiumize” a product line and help consumers cue into the fact that this one is a little more special than somebody else on the shelf. I would love to say that metallics are on our minds from the get-go, but I think it’s really important to connect a reason for a metallic to exist on a package rather than just “because”. To me, it does justice to the process that way. Once we've positioned that product line where it belongs and begin the design, then metallic comes into consideration with printing. We talk about line colors, process, varnishes, leveraging the substrates - that sort of thing. Then we all get around the table and start pulling chips, which is really fun. I love doing that.
Q: SO YOU’RE USING PANTONE CHIPS IN YOUR PROCESS?
When they're sitting every day at their desks, the designers use the formula guides. When we know we are using specialty colors, we definitely use the Pantone Chips because you really have to see a full range of blue, for example, from lighter to more saturated to help decide what really feels right. That's when the chips come into play – we pull them, set them up, stare, and fight about them. It’s a great part of the process, too - being able to disagree and help push the design together. At the end of the day I think the designs end up stronger and more appealing this way.
Q: WE LOVE HOW YOU USE THE WORD, “PREMIUMIZED”. DO YOU ALL USE THAT TERM A LOT IN YOUR OFFICE?
Yeah, premiumized. It’s not my own word, but I have heard it before, so I'm borrowing it. Actually, it might have been a client who said it first, but it is kind of interesting — everyone seems to understand what it means.