In a talk entitled For the Love of Colour at Print21+PKN LIVE on Monday this week, Schawk's executive director brought colour (and humour) to the event. We caught up with him on video shortly after he presented.

Steve Jackson opened his presentation with a tale about how at 13 years of age, he had a summer job at a screen printing company and learned the hard way about the importance of colour accuracy when he picked the wrong colour for their key client at the time, Boots Chemists.

“From then on I grew a passion for colour, and that passion shaped my career,” he said.

One hundred years ago, when products wrapped with brown paper and string, there was very little colour in packaging.

"Emerging brands brought more colour to store, with the fastest growing brands determining product or category colour trends," he related.

He threw out a few fun facts: "Colour increases brand recognition by 80% and 90% of subconscious judgment is based on colour alone. 85% of grocery shoppers cite colour as the primary reason to purchase a brand."

“The right colour distinguishes the brand and creates a strong emotional bond. Used consistently, it can enable a brand to be instantly recognisable,” he said.

PKN will provide a full report on Steve Jackson's talk in the September-October print issue.

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