Features Colour Control
X-Rite Pantone introduces Colour Assessment Profile to ensure accurate colour across packages

January 29, 2024  By PrintAction Staff

As brands navigate the competitive landscape of consumer goods, the visual impact of packaging plays a pivotal role in attracting customers. X-Rite Incorporated and Pantone LLC launch a Brand Colour Assessment Profile program to help brands visualize how their brand colours will reproduce across different types of packaging materials.

Innovative packaging can help products stand out on the shelf. However, matching brand colour across different pack types like stand-up pouches, folding cartons, labels, overwraps, and shelf trays can be challenging. When printing, brands can use either a spot colour or a CMYK breakdown. While spot colours are more accurate, CMYK is more economical. For both, the choice of packaging material, printing process, and ink can significantly influence the final appearance of a brand’s colour on the shelf.

“Colour consistency is critical in brand recognition because consumers often associate any colour discrepancy with product quality,” said Cindy Cooperman, vice-president, brand global strategic accounts, X-Rite Pantone. “Our Brand Colour Assessment Profile aims to alleviate this by helping brands understand how colour will reproduce early in the design process before colour samples are even sent.”


With this program, X-Rite Pantone’s colour experts will create a personalized colour assessment profile using the brand’s specified colour. Brand managers and designers can use this report to:

  • see how specific brand colours will look on multiple packaging substrates;
  • determine whether CMYK is accurate enough for various pack types;
  • make informed colour decisions early in the design phase; and
  • save time, minimize unexpected surprises, and eliminate time wasted trying to hit unachievable colours.

For a limited time, X-Rite Pantone is offering the Brand Colour Assessment Profile for no charge. To learn more and request a customized report, visit

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