The unique collection of brand or business values that differentiates the business from the competition is known as "positioning." Packaging designs should communicate the business positioning or unique set of values.
For example, Marshall Field's department stores are positioned as upscale and fashionable, but a good value for high-income shoppers. Clothing boxes are more expensive white, glossy stock on both side, imprinted with the familiar, upscale Marshall Field's logo in dark green.
This contrasts with specialty clothing stores (e.g., Kohl's in the Midwest), who do not carry a full line of clothing, and who target middle-income shoppers. Clothing boxes, available mostly during the Christmas season, are unbleached brown stock on both sides, with a red printed logo. It may be a disadvantage for these stores to have the same package box as Marshall Field's for their price-conscious middle-income shoppers.
Colors are also important to product positioning. For example, red is considered to be the most exciting, noticeable color on the shelf. Red is a key color component for Coke, Pepsi, Marlboro, and Folger's Coffee, all products that directly, or indirectly, promise stimulation, excitement, energy, and social acceptance.
Blues and greens are considered soothing, calming, and serene. Yellow is for
bright moods and celebrations. Orange is the color of fire. Black connotes
power. Gold and silver connote high value. White is neutral or the color of
purity. Many generic grocery products are packaged in simple white with black
block printing to indicate the absence of expensive packaging and to separate
them from regular, more expensive national brands.