In Closing: In Living Color
Color highlights a hair care product line without weighing it down.
by Daphne Allen, EditorAs a master stylist in the fashion world, Sam Brocato knows a thing about color. And that means knowing when to use it judiciously.
When deciding to redesign his line of hair care products sold exclusively through salons, Brocato knew he needed to rethink the line’s color scheme. To find the right colors, he had his brand design team bring in bottles in colors of all spectrums and organize them on mock salon shelves. “Where do your eyes go?” he had his team members ask themselves. Their answers were nearly unanimous: to the white- and silver-colored bottles.
The revelation told Brocato to scale back on his use of color. For nearly six years his original line used solid background colors for the containers with blue and white lettering. But he still wanted to use color in some way to identify different product groups within the line, such as those for styling, retaining moisture, maintaining hair color, etc.
Brocato ended up choosing white and clear bottles, silver cans, and white and silver tubes, all with just a hint of color. Cursive Bs that replace “business Bs” are brushed on to color-code the lines with a personal, handwritten approach, says Julie Glenna, marketing manager for Beautopia LLC (Minneapolis), Brocato’s company. Products are further defined with color-coded seals on the backs of the containers.
To cap off the line appropriately, Brocato’s team decided to add new flip-tops by Seaquist Closures to many of the line’s bottles.
Brocato hasn’t abandoned all flamboyant use of color. To recognize Breast Cancer Awareness month this October, he has added the movement’s signature baby pink to the Shine Drops’ labeling.
Brocato entered the hair spray and Shine Drops packages of the redesigned line into the International Package Design Awards, which will be announced at HBA Health and Beauty America in New York City September 12-14, 2006.