Color in packaging is all about telling a story that is shaped by brand values and their target market tastes, mixed with popular culture and finished with technology.

GlobalData Packaging Gateway talked to master color blender Mark Starrs of UK advanced materials and paper products group James Cropper about the role color, and paper, plays in packaging and in future trends.

Mark Starrs tells GlobalData Packaging Gateway: “Packaging is an opportunity for brands to communicate their identity with consumers and colour plays a significant role in this. Coloured packaging can make a brand instantly recognisable, sparking emotion and creating meaning in the minds of consumers.

GlobalData Packaging Gateway asks: “There has been a huge backlash against the use of plastic in packaging in recent years – especially in molded ‘over packaging’ but how environmentally friendly are paper products?”

Starrs replies: “The main lesson we want the packaging industry to know is that any colored paper product is 100% recyclable. It’s a common misconception that the color black cannot be recycled, when in fact any colored paper product is 100% recyclable.

“Selfridges began collecting used coffee cups from its retail stores and offices, for us to upcycle into beautiful paper for the store’s iconic yellow carrier bags using ‘CupCycling’. Through this Selfridges truly owns its packaging. The vibrant yellow paper bags are instantly recognisable on the high street and reinforce Selfridges’ identity as a forward-thinking brand.

“Burberry, has launched new sustainable packaging in partnership with us after making the commitment to ensure all of its consumer packaging is reusable, recyclable or compostable by 2025. Around 40% of Burberry’s new packaging is made from upcycled coffee cups.”