Written by (Left) Maureen Kelly, creator and CEO, and (Right) Maria Sansotta, sales & marketing manager, Tarte Cosmetics. Kelly is also a member of Beauty Packaging’s Board of Advisors.

There is no doubt that packaging is a cornerstone of a brand’s identity. For Tarte, packaging is what often sets us apart, and has become an immediately identifiable signature of our brand. From clutch-sized eyeshadow compacts to our iconic cheek stain components, we aim to exude glamour and chic as well as reusability and recyclability to enforce our high-performance natural platform. Therefore, every aspect of the exterior must be meticulously designed including the shape, size and, most important, color. We’ve learned throughout the years that color speaks volumes and not only embodies brand image, it emanates the theme of the individual products themselves. You have to ask yourself “What do I want consumers to immediately think and feel when they look at this component?” Is it merely a shade reference for the fill or is it meant to capture the essence of a collection? Your decisions when choosing color will result in persuading consumer thought and behavior. Whether light and ethereal, or bold and brash, the color tells the story, so ask yourself; “What are my color choices saying about my brand?”

We have learned that consumers have a very visceral reaction to the color of the packaging just as much as they do the product encased within, and this is why color is a critical part of the development process from the beginning stages. For example, our signature color—purple—can convey regality, sophistication or whimsy, depending on the depth of the hue. This fall, Tarte launched two sister eyeshadow compacts, Femme Fatale and Femme Naturale, and if the names don’t give them away, they were designed to complement each other; the former being deep and dramatic and the latter, soft and sophisticated. When designing the packaging, we laid out fabric samples of all colors and textures and immediately chose a deep, saturated plum accessorized with gold-toned pyramid studs for Fatale and a fabric flower appliqué lined with a golden zipper for Naturale. Why? We know from years of experience that deeper saturations of color evoke feelings of prestige and enchantment, whereas lighter pigments are thought of as playful and young. Both have their appropriate place; however, choosing the depth of color that is the antithesis of the product itself will jumble your messaging and ultimately confuse consumers. By choosing a deep plum and accenting it with gold, we reinforced the richness of each compact, perfectly marrying the femme mystique theme of this seasonal collection with our overlying brand identity. It is of the utmost importance that color be recognized as a gateway to the product and to the brand as it is oftentimes what will attract the consumer’s attention. This is why it is critical for color to be in sync with the marketing of a product and brand, and one should not divert from the other.

As previously mentioned, color may serve a much more basic function—shade reference. It seems simple enough; however merely color-matching to the fill is ordinary and short-sighted. Yes, you have sufficiently served the purpose of letting the consumer know the color of the eyeliner or lipstick; however, place your product in a store filled with dozens of color-matched products. What is setting your product apart from all the others? To give another example, you have a successful category and are planning a shade extension in the hottest color of the season. Again, seems basic enough: You launch your new shade, you assume loyal clients will clamor for this latest edition, and when the season is over you’ll move on to the next launch. In both scenarios, you are entrusting that when a consumer looking for, let’s say a plum eyeliner, walks into a store and is bombarded by dozens of options, they will have the wherewithal and dedication to find yours. It is important to remember that every component provides the opportunity to draw attention to your brand and away from the competition. So next time you think it’s just a matter of simple color-matching, think again.

So how can you put a unique spin on color-matched components? At Tarte, we’re constantly asking that same question and this past year we learned that playing with color is not limited to the limited-edition products. We get quite a bit of attention when we launch a new shade of our cheek stain, which is typically packaged in a solid-colored component. However, we noticed that when we launched our swirled cheek stain, A Perfect Whirled, in Spring 2009 and mimicked the deep and light pink swirl of the fill on the outer packaging, consumers and press alike immediately gravitated to it. We knew that limiting the pattern to the fill alone would run the risk of being overlooked. Conversely, we were torn about adding it to the component as the solid-colored, squat tube is part of the category identity. The reaction we received by implementing the design told us that there is an often-overlooked opportunity to improve on best-selling products; in fact the bestsellers are what should see reinterpretation on a regular basis. By simply adding a multi-colored pattern to the component, we magnified attention for a category that has been iconic to our brand for nearly a decade—therefore avoiding the possibility of growing stale.We’re implementing a similar idea to a cheek stain we are launching in 2010 by adding an almost three-dimensional deco that enhances the product while still complementing our positioning as a high-performance natural brand. Adding multiple colors and dimension to your packaging piques interest, and is a guaranteed way to set yourself apart in a sea of one-dimensional products.

Component color is more than a utility; it is an opportunity to reinforce your brand’s identity, differentiate from the competition and spark renewed interest in existing categories. It is essential to choose wisely and stay true to your brand, but to not be limited by it. Don’t be afraid to take chances and mix it up! Visual interest is essential to garnering recognition so don’t opt to be dull by playing it safe. Whether it’s the depth of a color or a smattering of several shades, the colors you use in your packaging and how you use them will ultimately be the way you choose to market to your consumers. Remember that every hue and every pattern tells a story about your brand and your product, so make sure to keep it colorful.

For more info on Color in Packaging, please go to: nitesh_bp.rodpub.com/articles/2009/09/online-exclusive-behind-the-scenes-at-beauty-packa