Taming Color's Chaos

Barack Obama, Rahm Emanuel
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It's the colorful sparkle of jewels that have made Tiffany's world famous.

But design director John Loring says there's another color that may be just as important: Tiffany Blue, the hue of the boxes those jewels come in.

The signature shade was chosen by the company's founder, back in 1853, because it was the favorite of Empress Eugenie, wife of Napoleon III.

Loring says you couldn't possibly measure the marketing value of the blue box with the white ribbon.

So you can imagine how important it is to make sure that every single box is true Tiffany Blue. And believe it or not, there is a company dedicated to maintaining that blue, as well as the signature colors of scores of other businesses.

Pantone standardizes companies' unique colors, so they can be replicated all over the world, on all of their products, says Lisa Herbert, executive vice president of Pantone, recognized as one of the most important companies in the world, where color is concerned.