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Is Your Brand Using Pantone Colors? Here's Why It Should Be

Jack Pounce

When it comes to creating a strong and consistent brand identity, color plays a pivotal role. For startups, understanding the significance of color consistency, especially in packaging, can set your brand apart from competitors. One of the most effective ways to ensure color accuracy across all mediums is by using Pantone colors. But what are Pantone colors, and why are they so critical in the packaging industry?


Selection of pink, purple, and blue pantone colors from the pantone book

What Are Pantone Colors?


Pantone is a standardized color-matching system that allows designers and manufacturers to reproduce colors consistently, no matter where or how they are being printed. Created by the Pantone Color Institute, the system assigns a unique code to every color in its library, ensuring there’s no ambiguity in color selection and application. Whether your packaging is made from plastic, cardboard, or flexible pouches, Pantone colors can help you achieve the same shade every time.



Two hands holding up a small selection of pantone color squares


Why Are Pantone Colors Essential for Your Brand?


  1. Consistency Across All Mediums

    Packaging for consumer packaged goods (CPG) often involves multiple materials, from plastic jars and lids to cardboard boxes and paper labels. These materials absorb and reflect color differently, making it challenging to maintain uniformity. By using Pantone colors, you ensure your brand's signature shade appears consistent across all these surfaces.


  2. Eliminates Guesswork in Production

    With Pantone, there’s no need for back-and-forth discussions about whether the printed color matches the design. Manufacturers can refer to a specific Pantone code to achieve the desired result without trial and error. This precision is particularly vital for startups that may not have the time or budget for multiple revisions.


  3. Builds Strong Brand Recognition

    Iconic brands like Tiffany & Co. and Coca-Cola are instantly recognizable, in part due to their signature colors. Pantone ensures that your brand’s color is replicated consistently, creating a cohesive identity that consumers can trust and remember.


  4. Simplifies Global Production

    If you’re working with manufacturers in different countries, Pantone bridges the communication gap. A Pantone code is universal, ensuring your brand’s color is identical whether your packaging is produced in the United States, China, or anywhere else in the world.


  5. Better Control Over Color Matching

    Digital screens and printers use different color systems like RGB and CMYK, which can lead to discrepancies. Pantone’s color-matching system provides a standard that eliminates these inconsistencies, making it easier to achieve your desired look.


  6. Adds a Professional Touch

    Using Pantone colors signals that your brand takes quality seriously. It shows your commitment to maintaining high standards, which can resonate with customers and investors alike.



Purple colors from the pantone book


Why Pantone Is a Game-Changer for Packaging


Packaging materials vary widely in their composition, and each type presents unique challenges for color reproduction:

  • Plastics: Colors can appear translucent or dull depending on the type of plastic and its finish. Pantone ensures the color remains vibrant and true.

  • Cardboard and Paper: The absorbent nature of these materials can make colors look muted. Pantone helps designers anticipate and adjust for these variations.

  • Flexible Pouches: These are often printed with complex designs. Pantone’s precision ensures the color quality remains consistent across intricate patterns.



Startups: Don’t Overlook the Importance of Pantone


Startups often operate on tight budgets and need to make a strong first impression. Consistent, high-quality packaging helps establish trust with your audience. By investing in a designer that works with Pantone colors from the start, you save money in the long run by avoiding costly reprints and brand inconsistencies.



Coffee mug with green pantone color laid on a green table with teal and green pantone book colors


Helpful Resources


Want to learn more about Pantone and its impact on branding and packaging? Check out these resources:



Final Thoughts


Using Pantone colors is more than a technical decision; it’s a strategic move that reinforces your brand’s identity. For startups venturing into the world of CPG packaging, investing in Pantone’s color-matching system ensures your packaging reflects your brand’s vision accurately and consistently—helping you build trust and recognition in a competitive market.


Need help integrating Pantone colors into your packaging strategy? Contact us today to learn how we can bring your brand’s vision to life.



Thanks for reading,


Jack Pounce

Owner of Drop-Ship Packaging


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