Finding the right tone â colours and inks in packaging Expand Colour plays a crucial role in the world of packaging. According to findings by the Institute of Color Research, up to 85% of customersâ first impressions of a product on the supermarket shelf are based on colour alone. Colours that stand out on the shelf and also in an e-commerce context can make a real difference in how well a pack performs. But how can this be achieved, especially in a context of increased sustainability demands, and what are the challenges that have to be overcome? Elisabeth Skoda takes a closer look.