Color & Imagery in European Packaging Design

Color & Imagery

Bea Saludo | PK361 Global Perspectives in Packaging Design | Professor Marianne Klimchuk

Quick Facts Source: PRS Insights

70% of purchase decisions are made at point of purchase A pack on the supermarket shelf has less than three seconds to grab your attention Shoppers spend over half of the time on the visual elements of a package. This has been proven to be consistent across markets.

Consumers are more likely to identify color before any other visual feature.

London

To differentiate between flavors Package: Whittard Tea Found in: Whittard How the Color Speaks: - different colors picked for different flavors - Brand Identity is mainly dark blue and white How the Imagery Speaks: - no photography - simple graphics of leaves on solid background or illustrations - without color, would be hard to quickly differentiate flavors

To appeal to a specific target Package: Lil-Lets Found in: Boots (Pharmacy) Structure: Drawstring bag with a removable info band How the Color Speaks: - bright blue, pink, purple are colors associated with younger girls How the Imagery Speaks: - hand drawn doodles - regular pack hearts - night time pack features stars and moons

To communicate a personality Package: Urban Fruit Found in: Whole Foods How the Color Speaks: - White background - Health concious - differentiates flavors How the Imagery Speaks: - personifies fruit by drawing them wearing top hats and having adjectives to describe their personality - cute illustrations instead of photography

To redesign an existing package Package: Oloves Found in: Convenience store in Leadenhall Brand details: - to communicate heart healthiness of olives - challenger brand committed on making olives a cool, quick snack How the Color Speaks: - Flavor Variants How the Imagery Speaks: - Two olives form a heart, communicating the heart healthiness of olives Redesign: - still keept imagery of olives forming a heart - got rid of silver background, - simple flat graphic style - added mini olive for conversational tone

To communicate a good cause Package: Thirsty Planet Found in: John Lewis & British Airways Brand details: “You hydrate, we donate�

- bringing clean water to sub Saharan African communities - Pull heart strings - high quality British Spring Water with a commitment to social good How the Color Speaks: - soft, gentle, feel good colors How the Imagery Speaks: - logo waterdrop globe featuring the continents of Africa, Europe, and Asia - peaceful animals in nature

To communicate product properties Package: Unoco Raw Coconut Juice Found in: EAT. How the Color Speaks: - White is associated with health concious - Colors derived from coconut - Green is outer layer of young coconut - Yellow is fleshy portion - Blue/Pink is the coconut water portion How the Imagery Speaks: - Colored coconut is actually the word unoco - simple, like the product itself

Amsterdam

To counter norms Package: Lovechock Found in: Marqt How the Color Speaks: - brown for organic, raw, natural look - warm colored pattern in the inside which goes with tagline “Happiness inside�

How the Imagery Speaks: - mayan inspired logo and patterns - reference to how important raw cocoa beans were important to mayan culture Both Package design and Point of Purchase display work together to grab attention.

To be direct Package: Clearspring Found in: Marqt How the Color Speaks: - White background can be interpretted as either health concious or just the Dutch being simple and straight forward - Type color varies by flavor How the Imagery Speaks: - Food as hero through use of photography - Fruit imagery sliced and then placed to look like the bottom fruits continue the top fruits.

This makes instant communication of flavor

To be direct Package: HEMA Dog Snack Box How the Color Speaks: White background can be interpretted as either health concious or just the Dutch being simple and straight forward How the Imagery Speaks: - dog photography - window to see treats

To be direct Package: HEMA Juice How the Color Speaks: - White background can be interpretted as either health concious or just the Dutch being simple and straight forward - Logo, type, and water ripple colors change to indicate flavors How the Imagery Speaks: - sliced fruit photography plus watercolor ripples give a light, natural feeling

To differentiate varieties Package: HEMA Cheese How the Color Speaks: - White background can be interpretted as either health concious or just the Dutch being simple and straight forward - Color of cow head and info band changes with flavor How the Imagery Speaks: - Natural cheese photogrphy - Cow watercolor painting to remind that cheese comes from cows

To demonstrate purpose Package: Karoto Vegetable Sharpener Found in: droog How the Color Speaks: - Orange is the dominant color shown by the sharpener and carrot How the Imagery Speaks: - Carrot visual behind product instantly communicates that this huge sharpener is not for pencils.It is for sharpening and peeling carrots and other vegetables.