Test & Measurement Colour in manufacturing
Paul Bennett, managing director of Fascia Graphics, talks about the importance of colour in manufacturing and how it can make a difference to the end product
A
s UK manufacturing continues to grow, there is now no better time to invest in new technology for
2017. In a recent survey conducted by IHS Market and Chartered Institute of Procurement and Supply (CIPS) results showed a solid growth of output and new orders in February for UK manufacturing. Scott Bowman, economist at Capital Economics said in an interview with The Independent, "this survey adds weight to our view that the manufacturing sector will fare better in 2017 than it did in 2016.” “And with the forthcoming rise in inflation set to hit the consumer services sector, we think this will result in manufacturing sector growth outpacing services sector growth for the first year since 2011," he said. So, with the manufacturing industry showing a prolonged period of growth, we
made the decision recently to invest in more of the latest technology, including two colour matching devices – both X-Rite eXact handheld spectrophotometers. Why did we do this? In short, because the colour of a product or brand is becoming increasingly important across the industry, and our customers are now more aware than ever of the importance of colour in influencing buying decisions. This was recently highlighted in the automotive sector. The Society of Motor Manufacturers and Traders (SMMT) found that white was the most popular colour for new car sales in 2016, with over half a million registrations. At no surprise, of those 50 most popular ranges of cars sampled, only half came with solid white as a ‘free’ colour. This implies that there is money to be made from colour and, if
you choose the right colour, it can also draw potential customers to your brand or product. Research has proven that we all associate colours with different emotions and actions. Red attracts danger and aggression but can also induce excitement and desire. Blue has a strong connotation with intelligence and confidence, but can also be related to coldness and depression if in the wrong hue. Thus, it is imperative to get the colour right for your brand or product, and while you may want to stand out from your competitors, you don’t want your brand to be seen as detrimental. Furthermore, 80 per cent of our visual information is related to colour, and is the first element the mind sees and the last it forgets. Therefore, it is important for manufacturers to understand colour associations in particular settings when creating a brand or product identity. Xerox research discovered that colour improves brand recognition by up to 80 per cent and increases comprehension by as much as 73 per cent. In fact, colour is so important that it can lead to legal conflicts. For example, confectionary giant Cadburys copyrighted the pantone colour 2865c for chocolate bars and drinks, and won an intellectual property argument against Nestle in 2011. With colour being one of the only aspects people remember most, it can convey meaning without any language. Below are three points to consider when choosing particular colours for your brand or product.
Target audience
It is important to understand the market that you will be selling/manufacturing into. For instance, in the United States, the colour white represents purity and cleanliness; however in some parts of Asia white represents mourning and sadness. Therefore, when choosing the colour it is important to know who your target audience are, and what they care about. If you cannot collect data on what customers
32 April 2017 Components in Electronics
like, it may be necessary to invest in your own research - such as the data the SMMT collects for automotive manufactures.
Brand and product character You also need to decide on the colour that best conveys the values of your brand or product, whilst also distinguishing it from your competition. For example, if one of the attributes of your brand is independence or power, then the colour purple would be an ideal choice. However, if you want to convey a sense of creativity or joy then perhaps the colour orange would be more suited.
Getting the colour right first time Once you have decided on the colour, logo, shape and message of your brand or product you can then move on to production. At Fascia Graphics, we can advise on how your brand colour and character can be translated into a physical product.
How colours can be matched has also been transformed recently - so human error for matching colours is completely taken out of the equation thanks to our X-Rite eXact spectrophotometers. We can match to any colour system (Pantone, RAL, BS etc), or a corporate hybrid, ensuring that when printed, your labels, graphic overlays, or keypads are of the finest representation of your brand and product values. The eXact’s BestMatch function also helps our press operators keep colour on target even before the colour shifts are visible, with recommendations for ink adjustments to achieve the best match, reducing waste during press runs. We have taken colour management and measurement to the next level, but it remains to be seen whether the rest of the industry will use these more buoyant times to invest in this type of market leading technology. It really can be a game changer.
www.fasciagraphics.co.uk www.cieonline.co.uk
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