Parlin, Sandy
June 2003
Beverage Industry;Jun2003, Vol. 94 Issue 6, p52
Trade Publication
The article focuses on the importance of color drinks to motivate and drive brand differentiation. Coca-Cola, for example, made red part of its trade dress, a legal term by which the packaging identifies the brand. Designers opt for different colors for different beverage categories. Many of these colors are printed on silver label stock. The choice of color in packaging must take into account the product's competition, target market and retail environment. Color, typography and shape distinguish the package as either unique or similar to others.


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