NDLI: Creative design of color palettes for product packaging

Content Provider	IEEE Xplore Digital Library
Author	Ying Li Sheopuri, A.
Copyright Year	2015
Description	Author affiliation: IBM T. J. Watson Res. Center, Yorktown Heights, NY, USA (Ying Li; Sheopuri, A.)
Abstract	This paper describes our latest work on assisting CPG (Consumer Packaged Goods) companies with their product packaging designs by providing color palettes that are visually appealing, novel and consistent with desired marketing messages for a particular brand and product. Specifically, we start by mining a large collections of images of different products and brands to learn about all the colors and color combinations that frequently appear among them. Meanwhile, a color-message graph is constructed to represent messages conveyed by different colors as well as to capture the interrelationship among them. Knowledge from both color psychology and information sources like Thesaurus are extensively exploited in this case. Now, given a particular product and brand to be designed for its packaging, along with the company's desired marketing message, we apply a computational method to generate quintillions of novel color palettes that can be used for the design. This process will leverage existing palettes used by same products of different brands or different products of the same brand, take in optional color preferences from users, identify then utilize the right colors to convey the desired marketing message. Finally, we rank the palettes based on assessment of their visual aesthetics, novelty and the way that different messages of the same palette interact with each other, so as to guide human designers to choose the right ones. Our initial demonstrations of this work to colleagues of subject matter have received very positive feedback. We are now exploring opportunities to collaborate with them to validate this technology in a controlled experimental setting.
Starting Page	1
Ending Page	6
File Size	748308
Page Count	6
File Format	PDF
ISBN	9781479970827
DOI	10.1109/ICME.2015.7177443
Language	English
Publisher	Institute of Electrical and Electronics Engineers, Inc. (IEEE)
Publisher Date	2015-06-29
Publisher Place	Italy
Access Restriction	Subscribed
Rights Holder	Institute of Electrical and Electronics Engineers, Inc. (IEEE)
Subject Keyword	Image color analysis Packaging Psychology Companies Color Visualization Data mining color message Product packaging design color psychology color science color palette visual appeal color composition
Content Type	Text
Resource Type	Article

Sl.	Authority	Responsibilities	Communication Details
1	Ministry of Education (GoI), Department of Higher Education	Sanctioning Authority	https://www.education.gov.in/ict-initiatives
2	Indian Institute of Technology Kharagpur	Host Institute of the Project: The host institute of the project is responsible for providing infrastructure support and hosting the project	https://www.iitkgp.ac.in
3	National Digital Library of India Office, Indian Institute of Technology Kharagpur	The administrative and infrastructural headquarters of the project	Dr. B. Sutradhar bsutra@ndl.gov.in
4	Project PI / Joint PI	Principal Investigator and Joint Principal Investigators of the project	Dr. B. Sutradhar bsutra@ndl.gov.in Prof. Saswat Chakrabarti will be added soon
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