Colors can be used in myriad ways to catch the eye and
give instant cues to your customers. Simple color coding can instantly diff erentiate between roasts, for example, making it easy for a consumer to fi nd their favorite on a crowded shelf. Colors can also add to your seasonal ambience, using green and red to announce a special holiday roast or a bold orange to indicate an autumn or pumpkin spice selection. Bag material choice is also a top design decision. While cost
considerations may be a guiding factor, perception of diff erent materials by your target demographic remains key. “For example, a metallic/foil material might not be the best
choice for the brand whose image is perceived to be earth, rustic or traditional in nature,” explains Roastar’s Mead of bag selection decisions. Fonts are another way to connect with customers, and
oſt en a far more immediate draw than the words they spell out. Calligraphy can help connote a more upscale or romantic feeling ideal for gourmet blends or teas, while bold, capitalized lettering can cut through cluttered shelf space and command attention. But consistency should be the underlying principle. “Using certain type faces and fonts can be appealing, but many get too caught up in this using a diff erent font for every
Package materials, typefaces, color and space can
come together to create memorable bag designs. Photo courtesy of Roastar
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