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Recognizing the Importance of Color in Packaging Sets Your Brand up for Success

Posted on Feb 09, 2026 by HunterLab

Apple’s distinctive boxes serve as a prime example of the importance of color in packaging. Image Source: Flickr user Brett Jordan

One of the most widespread concepts in business is the seven-second rule — people make vital decisions within the first seven seconds of encountering a product, and what happens in that time can either nurture long-term consumer loyalty or turn would-be customers off for good.

However, most consumers’ first contact isn’t with the product, but with its packaging. This element is vital to differentiating your brand and its offerings.

For example, many more people would likely recognize the signature blue of a Tiffany & Co. box than the jewelry it may contain. As such, packaging design is often just as important as the product design, shaping consumer perception from the first touch point. With more products than ever competing for space in the marketplace, smart packaging design choices can be the deciding factor in product success, and spectrophotometric analysis helps ensure that your vision becomes reality.

Harnessing the Power of Color in Packaging

Packaging color choice isn’t arbitrary, and it goes beyond simply selecting an aesthetically pleasing color. Instead, designers must draw on both deeply ingrained color psychology and a preexisting visual lexicon of product associations to create packaging that speaks to the consumer in a language they understand.

Brands use colors to project a specific message. For instance, soft drink brands typically use blue for low-sugar options, green for lemon-lime flavors, and red for cola. Similarly, consumers associate green with pine scent in household cleaners and yellow with citrusy aromas in dishwashing detergent. Packaging also shapes consumer choices in prescription drugs, where it can influence perceptions of quality and performance.

Yet, it's essential to remember how these conceptions can shift over time. The sleek, minimalist, white packaging of Apple products is one that brands often shunned before because it was associated with store-brand or “generic” offerings. It's therefore possible to redefine these perceptions while simultaneously becoming defined by specific color choices.

Spectrophotometric Color Measurement Enhances Traffic Sign Visibility and Protects Public Safety

Posted on Feb 02, 2026 by HunterLab

Color measurement accuracy is important for traffic signs because drivers need to see and comprehend information quickly while traveling at high speeds. Image Source: MaxPixel user Nikon D90

No matter where you are in the world, the color of a traffic sign can instantly tell you roughly what that sign means, even if you’re unable to read the symbols and text written on it. Seeing a flash of red on the side of the road up ahead almost always signals to the driver that a full stop is coming up. Meanwhile, a green sign tells you to proceed, a yellow sign tells you to slow down, an orange sign urges extreme caution, and blue signs tell you where you are. Adhering to the same basic color language worldwide helps drivers follow the rules and stay safe on the road.

Yet, for these color rules to translate across languages and countries, traffic sign manufacturers need to ensure color measurement accuracy for every sign they produce. Failure to accurately match the sign's color to the official standard set by transportation departments could lead to driver confusion or accidents. To prevent these issues, transportation departments have set rigid requirements on the color of traffic signs. You need a spectrophotometer/colorimeter to determine if your color meets these requirements. Failure to do so could result in lost sales or fines for noncompliance.

The reflective nature of some traffic signs can make it difficult to accurately measure color. Image Source: Unsplash user Kyle Glenn

Why Color Clarity Matters More Than Ever in the Shift to Natural Dyes

Posted on Jan 27, 2026 by HunterLab

If you're reformulating food products with natural dyes, you already know this isn't just a color conversation. It's also about clarity.

Today’s consumers want clean labels, but they also expect the vibrant, crystal-clear appearance they’ve always trusted. That’s why measuring both color and haze has become essential in food quality control, especially for transparent products like gelatin desserts and sports drinks.

At HunterLab, we understand that true visual quality isn't just about hue. It's about how that hue is seen. That’s why our Vista® spectrophotometer captures both color and haze in a single measurement, helping manufacturers navigate reformulation with confidence. Showing that we recognize replacing synthetic colors with natural colors is just not about finding a replacement color; it is about finding a natural color that will work in your product.

The Shift: From Synthetic Dyes to Natural Alternatives

Across the Food and Beverage industries, major food brands are stepping up to remove synthetic dyes, driven by federal initiatives and evolving consumer expectations. One iconic brand has already begun a multi-year journey to remove artificial colorants from its gelatin and powdered drink lines. The move reflects a broader industry trend: reduce, replace, and reinvent color systems using natural ingredients.

Sounds simple. But it's not.

Unlike synthetic dyes, natural pigments often don’t dissolve cleanly in water-based systems. They bring microscopic particles, create protein-polyphenol interactions, and can become unstable in acidic conditions. The result? A haze that dulls the product’s clarity—even when the color is technically “correct.”

Best Spectrophotometer for Measuring Transmittance Color

Posted on Jan 23, 2026 by HunterLab

Every material absorbs, reflects, or transmits light, which determines the color we see when looking at an object. Transmission refers to the light waves that pass through a translucent or transparent sample, and spectrophotometers provide quantitative measurements of that data. These devices make it possible to evaluate a sample's color scientifically and objectively, which is vital for ensuring color consistency in various applications. Spectrophotometer transmittance measurements enable better quality control and enhanced consumer perception of your products.

What Is Transmittance in a Spectrophotometer?

The definition of transmittance is the measured light that passes through a sample, meaning the light that is not absorbed or reflected. Three primary transmittance measurements include:

Diffuse transmittance (Td, n): This measurement is the ratio of the flux transmitted by a specimen to the incident flux, with the transmitted flux being measured at all forward angles except the regular transmission angle. When light is diffusely transmitted, its direction changes as it passes through the material, causing scattering.
Regular transmittance (tr, n): This measurement is the ratio of undiffused transmitted flux to incident flux. In other words, it is straight-through light.
Total transmittance (tt, n): This measurement is the ratio of the flux transmitted at all forward angles to the incident flux. Total transmittance is the sum of regular transmittance and diffuse transmission.

These values are essential to maintaining quality in products like beverages and edible oils. It's best to measure color with a spectrophotometer to capture more accurate information, as these devices provide exact quantitative data regarding the amount of light that passes through a sample.

The transmittance formula is:

T = PT/P0

The values in this formula represent:

T: Transmittance
PT: The source's radiation power as it exits the sample
P0: The source's radiation power as it enters the sample

The resulting calculation is a ratio, comparing the light before it enters the sample to the light after it passes through it. A value closer to 1 means most light passes through, while lower values mean that less light passes through.

What Is Percent Transmittance in a Spectrophotometer?

Percent transmittance displays the light that passes through the sample as a percentage rather than the ratio created by the above formula. You can get the value by multiplying the ratio by 100.

A sample with 100% transmittance is transparent, allowing all light to pass through. Lower numbers indicate more translucence than transparency. At least 30% of the light must pass through the material for effective transmittance measurements.

The transmission percentage is also helpful for absorbance calculations. A commonly used absorbance formula is:

A = 2-log10(%T)

This formula determines the amount of light absorbed using the percentage of light that passes through the sample.

5 Reasons Measuring the Color of Tomato Sauce Increases Consumer Adoption

Posted on Jan 23, 2026 by HunterLab

Tomato sauce is a thin tomato product with garlic, onion, herbs, and spices used as a base for sauces and dishes. Food manufacturers must create quality tomato sauce to establish a good reputation, gain loyal customers and increase sales. Color consistency encourages consumers to choose your tomato sauce every time they make their favorite recipe.

Measuring tomato sauce color increases consumer adoption in these ways:

1. Ensures Consistency

Consistency in your tomato sauce color — and its overall quality — creates a sense of safety for your customers. Consumers are familiar with a product's desired color and expect your tomato sauce to match that image. If it does, they can use it confidently, knowing your product contains fresh, high-quality ingredients.

2. Builds Brand Trust

The correct tomato sauce color fosters trust in your brand, leading to more future purchases. Consumers will expect the best quality products from your brand every time they purchase. When your tomato sauce is a consistent color, your customers will believe your company excels in other areas too. Their trust in your brand can lead to more sales for your company.

Here's How Color Management Can Help You Produce Organic Tomato Soup That Customers Love

Posted on Jan 23, 2026 by HunterLab

Tomato soup is a popular comfort food, and organic varieties combine wholesome nostalgia with healthy benefits. Organic tomato soup manufacturers use color management standards to produce soups that meet customers' expectations and keep them coming back for more.

Benefits of Organic Food

Organic foods offer several potential benefits, including:

More nutrients: Organic food may have minor to moderate nutrient increases like antioxidants and flavonoids.
Less pesticide residue: Organic food often has lower levels of pesticide residue due to the types of pesticides used in organic farming and the lack of airborne pesticides from conventional farms.
Reduced metals: Organic food may have lower levels of cadmium — a metal that can be toxic in high concentrations — compared to food grown using conventional methods since organic farming does not use synthetic fertilizers.
Lower bacteria amounts: Organic food often has lower levels of the dangerous types of bacteria than food produced through conventional methods.

Applications of Spectrophotometry in Agriculture: Quantitative Analysis of Fertilizer Properties

Posted on Jan 23, 2026 by HunterLab

Healthy soil is dependent upon just the right balance of nutrients. Spectral analysis plays an important role in monitoring soil quality and quantifying nutrient levels. Image Source: Flickr user Natural Resources Conservation Service Soil Health Campaign

Soil quality is an important part of agriculture and sustainability. Improving soil quality depends on quantitative analysis and the careful balance of nutrients which will promote superior growing conditions. Spectrophotometers are a valuable tool for monitoring nitrogen and phosphorus levels in fertilizers and soil compounds. Through advanced spectrophotometric technology we can monitor and develop fertilizers that will lead to a more lucrative and productive agricultural sector.

Spectrophotometry quantifies the color of a sample with a light source. The spectrophotometer divides the light source into its different wavelengths — visible, UV, and infrared — and measures how much the sample reflects or transmits these wavelengths. The way an object absorbs and transmits light is how our eyes perceive color, and spectrophotometers can create a formulation for every color we see.

Color may seem like a subjective characteristic, but a spectrophotometer makes it objective. Color plays a critical role in many industries, ranging from physics and biochemistry to food and beverage production. The applications of spectrophotometry are wide-reaching and can tell users far more about a sample than its objective color measurements.

Interested in a little light reading?

"Recognizing the Importance of Color in Packaging Sets Your Brand up for Success"

"Spectrophotometric Color Measurement Enhances Traffic Sign Visibility and Protects Public Safety"

"Why Color Clarity Matters More Than Ever in the Shift to Natural Dyes"

"Best Spectrophotometer for Measuring Transmittance Color"

"5 Reasons Measuring the Color of Tomato Sauce Increases Consumer Adoption"

"Here's How Color Management Can Help You Produce Organic Tomato Soup That Customers Love"

"Applications of Spectrophotometry in Agriculture: Quantitative Analysis of Fertilizer Properties"

Recognizing the Importance of Color in Packaging Sets Your Brand up for Success

Harnessing the Power of Color in Packaging

Spectrophotometric Color Measurement Enhances Traffic Sign Visibility and Protects Public Safety

Why Color Clarity Matters More Than Ever in the Shift to Natural Dyes

Best Spectrophotometer for Measuring Transmittance Color

What Is Transmittance in a Spectrophotometer?

What Is Percent Transmittance in a Spectrophotometer?

5 Reasons Measuring the Color of Tomato Sauce Increases Consumer Adoption

1. Ensures Consistency

2. Builds Brand Trust

Here's How Color Management Can Help You Produce Organic Tomato Soup That Customers Love

Benefits of Organic Food

Applications of Spectrophotometry in Agriculture: Quantitative Analysis of Fertilizer Properties