Although color in general doesn’t make the packaging stand out on shelf, the way we chose to use it did. The chalkboard art found on pack has been in the FlapJacked asset library since the beginning. It provides a field from which we were able to draw the eye through contrast of white on black elements and has been thoughtfully balanced with flavor color to ensure the package did not become over powered by a visually dominate black field. In the natural products retail space where kraft paper, all white everything, and full color packages dominate the shelves, this approach of using black created a brand blocked section that is easy to navigate and identify from down aisle. Once there, the consumer can easily distinguish their flavor selections to make for an effortless shopping experience.