UNITED STATES - With packaging and merchandising trends becoming more and more important to the value-added aspect of the produce industry, differentiation is key. One way companies will have to set themselves apart from the crowd is through their use of color. PMA spoke with Laurie Pressman, Vice President at Pantone Color Institute about colors in food, packaging, and the future of color trends.

Pressman's personal career began in retail merchandising in the fashion world and says color played a huge role in attracting the attention of the customer. 

She looks for inspiration everywhere, including sources in the art and media worlds, different areas she’s traveled, and lately: food.

When asked if color plays a role in fruits and vegetables, Pressman responds, “Color plays a very big role when it comes to food. Not only do we associate different shades with food freshness, but also color is a big part of creating desire and temptation. Food photography can sometimes be so powerful and suggestive that our mouths just start to water.”

Pressman says retailers particularly need to pay attention to color. Consumers have automatic expectations of what color foods should be, and if this deviates it could unintentionally convey a message of stale or spoiled.

“Packaging on store shelves is also important,” Pressman continues. “Certain colors and color combinations jump right out and command attention while others can fade into the background and get lost which results in a lost sales opportunity.”

When it comes to color trends, Pressman says that there is no fast rule on how often the trends change. Often, she says, color trends arise out of the values we have learned to associate with them. The example she gives is the color green. In the 1990’s, green was the trendy color primarily because of its connection to nature and the rising concerns about the preservation of our planet.

For 2015, Pantone has declared Marsala as its Color of the Year.

“Marsala is a warm and hearty red-brown shade that feeds us: it feeds our mind, our body, our soul. This is a color that with its brown undertones, provides stability, rootedness and is nurturing, but with its inclination of wine red, exudes confidence, energy and strength, all things we need in this time in our culture as we continue to face and deal with continual change. This is an organic shade that speaks to our need for what is real and what is natural,” Pressman says. “And as a descendant of the reds, Marsala is a rich and tasteful shade, one that embodies the satisfaction of a fulfilling meal, and emanates a sophisticated, natural earthiness.

When asked about common mistakes people make when it comes to color, Pressman wonders if mistakes are even possible anymore. She ensures that color should not be limiting. Color is meant for experimenting and to have fun with.

PMA members are encouraged to register for a webinar hosted by Laurie on Friday, March 13 at 2PM ET to learn more about 2016 color trends. 

PMA

Pantone Color Institute