For the first time, PANTONE and Pentawards collaborate to celebrate the ‘Best Use of Colour’ in packaging design as part of the 2023 competition

The collaboration follows Pantone's involvement in the Pentawards' first Trends Report in 2021, where Laurie Pressman, Vice-President of the Pantone Color Institute at Pantone LLC shared her thoughts on the trend ‘Colour As A Key Visual’.

‘The language of colour is vitality important in packaging – both the psychology and messaging behind a particular colour can tell you hundreds of things about the product and the brand in one go”, Laurie Pressman, Vice-President of the Pantone Color Institute at Pantone LLC

A Special Winner from the 2023 Pentawards package design competition will be selected by Pantone this year. The winner of ‘The Best Use of Colour’ Award is chosen from a shortlist of over 25 entries that used colour in a distinctive, disruptive, and deliberate in their packaging design and colour choice.

Mozzo coffee by B&B Studio, Altahy by Estudio Maba, - Pick Up Global Relaunch by Auge Design, Pick Up Global Relaunch by Auge Design, EazzyPizzy Pizza by W Design Bureau, - ISTRIANA by STUDIO TUMPIĆ/PRENC, - Masala by k2 design, Loah by Fred Trevor, - Oentologic Senses by JJ Bertran Studio, - Clita by Auge Design

'Color continues to play a powerful role in packaging design, instantly enabling brands to establish a distinctive market presence and subliminally influence emotional engagement. At a time when an authentic expression has become paramount, the thoughtfulness and considered colour approach taken by each of the entries to convey their brand message was gratifying to see and further underscored how the psychological effects of colour are more important now than ever.', Laurie Pressman, Vice-President of Pantone Color Institute at Pantone LLC

By Far: The Daydream Fragrance Collection by VV CREATIVE LTD, Younihaoguozi - Dried Fruit Gift Box by Shenzhen Chushan Design Culture Group, BYCOLOR dental beauty by Aekyung Industry, Soapume by Underline Graphic,  Hennessy Hands by Servaire & Co, Narm Reed Diffuser by Adhock Studio Co., Malasombra by Estudio Maba,  OH Hey Hero by ESTABLISHED, Ivie by Derek & Eric/Kuba & Friends, Toblerone by Bulletproof

'As a leader within the global packaging design community, partnering with the global lead in colour just makes sense. We are thrilled to partner with Pantone as packaging and colour impact our everyday lives. Colour plays a vital role in packaging, it can impact consumers’ purchasing decisions and helps build recognisable brands, as it’s the first thing they see. Pantone has so much respect and so many tools for designers, we can’t wait to see how this might evolve.', Adam Ryan, Head of Pentawards

93/4 by Guangzhou Brand Vision Power AD, Miao Craft Beer by Wow Creative Design, - Doritos Rainbow Limited Edition 2022+ by PepsiCo Design & Innovation, Altahy by Estudio Maba,  All plants by Pearlfisher

The ‘Best Use of Colour’ Award winner will be announced live at the Pentawards Gala Ceremony on 10 November at Magazine London and will receive a trophy designed using the latest Pantone Colour Of The Year, Vivid Magenta.

Also strengthening the relationship between the two organisations, Carola Seybold, Head of Global Key Accounts at Pantone will be speaking at the Pentawards Festival, exploring the relationship of colour between the Metaverse and the Real World. The Pentawards Festival will take place at the Science Museum, London, on Thursday 9 November.

Find out more about Pantone here.

To see who this year’s winners were, see here.