Brand Color Consistency

When Rick Shadle visited some of Shop-Vac Corp.'s largest customers such as Lowe's and Walmart about a year ago, he was assaulted by what he calls "a carnival of colors" in the aisleways that featured his company's products.

"We were seeing a lot of big variations—there could be five or six different shades of the same color, even blacks, in our corrugated packaging," said Shadle, director of creative services for Williamsport, Pa.-based Shop-Vac, a privately held manufacturer of consumer products and industrial air-moving equipment. "And we had to do something because color consistency in your packaging reinforces your brand."