Choosing the Right Packaging Color

Consider image and branding, and how successful jewelers like Tiffany and Cartier use color to brand their businesses. Or how about the Golden Arches, Big Blue or the iconic Coke can? You're too small for such a treatment? Nonsense - even the smallest jeweler (ask Ed Simonian Jewelers in Chicago) can use color to brand their business. But how do you select that color? Which color is right for you?

First, think fashion. You sell the ultimate fashion accessory. Second, your products are targeted towards women. Third, the colors that make men warm and comfy - black, gray and white - ain't exactly fashionable or feminine. That beautiful, delicate, precious, expensive and fashionable ring - a keepsake - destined to be stuffed into a generic, white box? We can do a lot better than that!

So here's some ideas on how to incorporate some fashionable and feminine color into your packaging - colors that you'll enjoy, too.

• Trust your gut. You wouldn't believe the number of men who have bonded with our purple Reveal packaging line. If you see it and you like it, run with it!
• Enlist the help of a woman. While we think that wooden boxes are cool, a woman will show you how soft, draping fabrics and chic colors are the way to the end-user's heart.
  
• If you already have a color that you like, consider refreshing it. A new box line or bag can give your existing packaging color a real boost.
  
• Look around your store for color cues. Somewhere in your carpet, wall covering or drapes is a color waiting to be discovered.
  
• Borrow color cues from cosmetics manufacturers, who spend mega bucks studying what appeals to women. Tour the fragrance department of your favorite department store - notice the beautiful blues, pinks, purples, burgundys, greens, reds, silvers, coppers and aquas, which are perfect for jewelry packaging.
  
• Call me. Yes, I'm a guy, but I've been hanging with fashionable women long enough to have acquired a few feminine touches myself (and I say that proudly!). Oh, and I'll send you samples of great colors that will make you comfy, too.
  
• And lastly, show your ideas to your family, friends and most importantly, your customers. They'll help you select the right color for your store.