Why More Packaging Should Be Black, and Why It's So Easy to Get Wrong

Designers embracing darkness often fail to plan for the real world

When designing a line of products or brands, one strategy is to look for a single color around which to build a visual architectural block. This key design feature helps a brand stand out from the competition as well as on the shelf. Block colors are often neutral in tone – think creams, blues, and, in some cases, white and black are used. These colors (or, in the case of white, lack of any color) do not immediately suggest a flavor and are favored by marketing and design teams for their flexibility and endurance in the marketplace.