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Use of Color in the Promotion of Consumption of Fruits and Vegetables

The Experience in Chile “5 a Day”

01.

Introduction Case of Study

“5 A Day” is a program present in 40 countries around the world which promotes the consumption of 5 portions of fruits and vegetables every day.

In Chile this initiative is strongly supported by the strategy of recomending the consumption of “5 portions of 5 different colors” for a better assumption and understanding of the message.

The research is based on observations and analysis of choice and color scheme, proposed by the program in the publicity materials produced and used between 2006 and 2010. This analysis considers color and perceptual aspects of the different graphics and digitals parts that are used for the promotion, publication, educational material, recipe books and other products.

01.

Introduction Explanation

* *

The material exposed illustrates the case of study development, but does not pretend a faithful representation of the colors in the analyzed material and the new proposal.

The methodology used for the analysis and development of the case had to include the detection of codes which enable the clear identification of colors in printed and digital versions.

*

The Codes detection were realized with:

*

The record code obtained are valid overhead the appearance of colors in different media.

- color measured with colorimeter - visual comparison under the same lighting conditions with a Pantone color collection.

- ratification of both process developments - color registration with graphic program tools.

01.

Introduction Questions

To establish the level of association between the colors used for each group of food.

1. Do they always use 5 different colors to represent the five food groups?

2. Are there coincidences between the color tones used for every food group and the natural colors of fruits and vegetables?

3. Do they always use the same color tone for every food group?

01.

Introduction Questions

4. Do the colors used by the program make sensorial reference to healthy and tasty colors?

5. In the analyzed material: How are the colors of each group named?

6. Which is the best color tone for each food group?

02. Methodology For the Presentation

Digitalization of the printed material.

Epson Scanner 4490 /Resolution 300 ppp

02. Methodology For the Presentation

Digitalization of the printed material.

Epson Scanner 4490 /Resolution 300 ppp

Detecting the 5 main colors Eyedropper tool, Indesign /Pantone encode Color measured Colorcue 2 /Pantone Coated 2005 Natural midday light northwest exposure.

02. Methodology For the Presentation

Digitalization of the printed material.

Epson Scanner 4490 /Resolution 300 ppp

Detecting the 5 main colors Eyedropper tool, Indesign /Pantone encode Color measured Colorcue 2 /Pantone Coated 2005 Natural midday light northwest exposure.

Detecting other colors in use (Fonts, background, etc.)

Eyedropper tool, Indesign

03.

Analysis

2005

The 5 Main Colors

Other Colors

03.

Analysis

2005

Is there a fruit or vegetable with any shade of blue?

The 5 Main Colors

Other Colors

03.

Analysis

2006

The 5 Main Colors

Other Colors

03.

Analysis

2006

The 5 Main Colors

Other Colors

What Happened with the yellow for bananas, lemons or corn?

03.

Analysis

2007

the 5 Main Colors

Other Colors

03.

Analysis

2007

We have 6 instead of 5 colors and a blue named “violet�! the 5 Main Colors

Other Colors

03.

Analysis

2008

The 5 Main Colors

Other Colors

03.

Analysis

2008

The 5 Main Colors

Other Colors

Better color palette but still, do they really look like “tasty & healthy colors�?

03.

Analysis

2009

The 5 Main Colors

Other Colors

03.

Analysis

2009

The 5 Main Colors

Other Colors

Are these 5 colors a good interpretation of fruits and vegetables colors?

03.

Analysis

2010

The 5 Main Colors

Other Colors

03.

Analysis

2010

The 5 Main Colors

The fifth color is missing!

Other Colors

03.

Analysis

All Yellows used as Main Colors

03.

Analysis

All Reds used as Main Colors

03.

Analysis

All Blue/Purple/Violet used as Main Colors

03.

Analysis

All Greens used as Main Colors

03.

Analysis

All Whites used as Main Colors

03.

Analysis

1. Do they always use 5 different colors to represent the five food groups?

03.

2005

Analysis

1. Do they always use 5 different colors to represent the five food groups?

03.

2005

2006

Analysis

1. Do they always use 5 different colors to represent the five food groups?

03.

2005

2006

2007

Analysis

1. Do they always use 5 different colors to represent the five food groups?

03.

2005

2006

2007

2008

Analysis

1. Do they always use 5 different colors to represent the five food groups?

03.

2005

2006

2007

2008

2009 2005

Analysis

1. Do they always use 5 different colors to represent the five food groups?

03.

2005

2006

2007

2008

2009

2010 2005

Analysis

1. Do they always use 5 different colors to represent the five food groups?

03.

1. Do they always use 5 different colors to represent the five food groups?

Analysis

2005

2006

2007

2008

4

2009 2005

2010 2005

4

6

4

03.

Analysis

2. Are there coincidences between the color tones used for every food group and the natural colors of fruits and vegetables?

03.

Analysis

2. Are there coincidences between the color tones used for every food group and the natural colors of fruits and vegetables?

Yellow / Orange

Lemon Pineapple Papaya Banana Peach Apricot Orange Melon

03.

2. Are there coincidences between the color tones used for every food group and the natural colors of fruits and vegetables?

Analysis

Red

Strawberries Apple Raspberries Cherries Red Pepper Chili Tomato Watermelon

03.

Analysis

2. Are there coincidences between the color tones used for every food group and the natural colors of fruits and vegetables?

Blue / Purple / Violet

Beets Blackberries Cabbage Blueberries Grapes

03.

Analysis

2. Are there coincidences between the color tones used for every food group and the natural colors of fruits and vegetables?

Green

Apple Tuna Custard Apple Pear Lettuce Celery Avocado Artichokes

03.

2. Are there coincidences between the color tones used for every food group and the natural colors of fruits and vegetables?

Analysis

White

Garlic Chives Leeks Onions Mushrooms Cauliflower

03.

Analysis

3. Do they always use the same color tone for every food group?

03.

Analysis

3. Do they always use the same color tone for every food group?

Yellow / Orange

12 tones from yellow to orange hue.

03.

Analysis

3. Do they always use the same color tone for every food group?

Yellow / Orange

12 tones from yellow to orange hue.

Red

9 tones of the same hue of red.

03.

Analysis

3. Do they always use the same color tone for every food group?

Yellow / Orange

12 tones from yellow to orange hue.

Red

9 tones of the same hue of red.

Blue / Purple / Violet

12 tones from blue to purple hue.

03.

Analysis

3. Do they always use the same color tone for every food group?

Yellow / Orange

12 tones from yellow to orange hue.

Red

9 tones of the same hue of red.

Blue / Purple / Violet

12 tones from blue to purple hue.

Green

16 tones of the same hue of green.

03.

Analysis

3. Do they always use the same color tone for every food group?

Yellow / Orange

12 tones from yellow to orange hue.

Red

9 tones of the same hue of red.

Blue / Purple / Violet

12 tones from blue to purple hue.

Green

16 tones of the same hue of green.

White

8 tones of different hue of whites, greys & pastels.

03.

Analysis

3. Do they always use the same color tone for every food group?

Yellow / Orange

12 tones from yellow to orange hue.

Red

9 tones of the same hue of red.

Blue / Purple / Violet

12 tones from blue to purple hue.

Green

16 tones of the same hue of green.

White

8 tones of different hue of whites, greys & pastels.

03.

Analysis

4. Do the colors used by the program make sensorial reference to healthy and tasty colors?

03.

Analysis

4. Do the colors used by the program make sensorial reference to healthy and tasty colors?

Unappetizing , unhealthy or/and fake colors.

03.

Analysis

4. Do the colors used by the program make sensorial reference to healthy and tasty colors?

Unappetizing , unhealthy or/and fake colors.

Tasty, healthy or/and real colors.

03.

Analysis

5. In the analyzed material: How are the colors of each group named?

03.

Analysis

5. In the analyzed material: How are the colors of each group named?

YELLOW / ORANGE

03.

Analysis

5. In the analyzed material: How are the colors of each group named?

YELLOW / ORANGE RED

03.

Analysis

5. In the analyzed material: How are the colors of each group named?

YELLOW / ORANGE RED BLUE / PURPULE / VIOLET

03.

Analysis

5. In the analyzed material: How are the colors of each group named?

YELLOW / ORANGE RED BLUE / PURPULE / VIOLET GREEN

03.

Analysis

5. In the analyzed material: How are the colors of each group named?

YELLOW / ORANGE RED BLUE / PURPULE / VIOLET GREEN WHITE

04.

Proposal

6. Which is the best color tone for each food group?

04.

Proposal

6. Which is the best color tone for each food group?

The color choice was realized by visual comparison between the chosen colors and high quality images of fruits and vegetables * with healthy and tasty characteristics. The choice was done with natural day light.

*Images from www.chileanfreshfruit.com

04.

Proposal

6. Which is the best color tone for each food group?

The color choice was realized by visual comparison between the chosen colors and high quality images of fruits and vegetables * with healthy and tasty characteristics. The choice was done with natural day light.

This development considered peoples sensorial appreciation over food. This is necessary because color and appearance determinates consumer’s choice when buying.

*Images from www.chileanfreshfruit.com

04.

Proposal

6. Which is the best color tone for each food group?

The color choice was realized by visual comparison between the chosen colors and high quality images of fruits and vegetables * with healthy and tasty characteristics. The choice was done with natural day light.

This development considered peoples sensorial appreciation over food. This is necessary because color and appearance determinates consumer’s choice when buying.

The color tone is the one which more represents the chromatic atmosphere associated with the images of fruit and vegetable.

*Images from www.chileanfreshfruit.com

04.

Proposal

6. Which is the best color tone for each food group?

The color choice was realized by visual comparison between the chosen colors and high quality images of fruits and vegetables * with healthy and tasty characteristics. The choice was done with natural day light.

This development considered peoples sensorial appreciation over food. This is necessary because color and appearance determinates consumer’s choice when buying.

The color tone is the one which more represents the chromatic atmosphere associated with the images of fruit and vegetable.

It is also considered a harmonic relationship between brightness and saturation so the 5 colors are seen as a related group.

*Images from www.chileanfreshfruit.com

04.

Proposal

Yellow / Orange

04.

Proposal

Yellow / Orange

Colors already in use

04.

Proposal

Yellow / Orange

Colors already in use

*

This color choice was based by choosing a color hue in between yellow and orange.

04.

Proposal

Yellow / Orange

Colors already in use

Proposed Color 7406 C Pantone Solid Coated C: 0 R: 235 M: 17 G: 183 Y: 100 B: 0 K: 0 HTML: EBB700

04.

Proposal

Name of the color hue: Yellow

60%

04.

Proposal

Red

04.

Proposal

Red

Colors already in use

04.

Proposal

Red

Colors already in use

Proposed Color 186 C Pantone Solid Coated C: 0 R: 198 M: 100 G: 12 Y: 75 B: 48 K: 4 HTML: C60C30

04.

Proposal

Name of the color hue: Red

60%

04.

Proposal

Blue / Purple / Violet

04.

Proposal

Blue / Purple / Violet

Colors already in use

04.

Proposal

Blue / Purple / Violet

*

For this case the blue hue was not considered because of its absence in the majority of fruits and vegetables.

The chosen color is in between the darkest tone of purple and a more reddish looking one, both present in this food group.

04.

Proposal

Blue / Purple / Violet

Proposed Color 261 C Pantone Solid Coated R: 90 C: 62 G: 36 M: 98 B: 90 Y: 9 K: 45 HTML: 5A245A

04.

Proposal

Name of the color hue: Purple

60%

30%

04.

Proposal

Green

04.

Proposal

Green

Colors already in use

04.

Proposal

Green

Colors already in use

Proposed Color 369 C Pantone Bridge C: 67 R: 88 M: 0 G: 166 Y: 98 B: 24 K: 5 HTML: 58A618

04.

Proposal

Name of the color hue: Green

60%

30%

04.

Proposal

White

04.

Proposal

White

Colors already in use

*

The hue chosen is a middle one which is visible over white paper for printed graphics and maintains an attractive, clean and healthy look.

04.

Proposal

White

Colors already in use

04.

Propuesta Proposal

White

Colors already in use

Proposed Color Cool Gray 1C Pantone Solid Coated C: 3 R: 224 M: 2 G: 225 Y: 4 B: 221 K: 5 HTML: E0E1DD

04.

Proposal

Name of the color hue: White

60%

04.

Proposal

Complete Color Palette

05. Conclusion The lack of specialized consultancy in the diffusion and making of graphic material for the program has created problems not only in the design but also in the production. This happens because there are no technique guidelines that allow a homogeneous proposal in color choices and their relation with the food recommended. As a result the message efficiency decreases.

05. Conclusion The lack of specialized consultancy in the diffusion and making of graphic material for the program has created problems not only in the design but also in the production. This happens because there are no technique guidelines that allow a homogeneous proposal in color choices and their relation with the food recommended. As a result the message efficiency decreases.

It is recommended to use 5 colors identified with the same names and with their codes (Pantone, CMYK, RGB y HTML) shown in the proposed Color Palette. Using these codes the reproduction will be faithful and accurate in printed and digital products. With this method of color coherence the recommended fruit groups are associated and reminded by the consumer.

05. Conclusion The lack of specialized consultancy in the diffusion and making of graphic material for the program has created problems not only in the design but also in the production. This happens because there are no technique guidelines that allow a homogeneous proposal in color choices and their relation with the food recommended. As a result the message efficiency decreases.

It is recommended to use 5 colors identified with the same names and with their codes (Pantone, CMYK, RGB y HTML) shown in the proposed Color Palette. Using these codes the reproduction will be faithful and accurate in printed and digital products. With this method of color coherence the recommended fruit groups are associated and reminded by the consumer.

It has been detected that the consumer is able to deduce the taste of a food by their chromatic aspect rather than by their written information. This is why the choice of the 5 colors used in each group must have direct relation with the foods natural appearance, taste and healthy look.

06. Further Research 1. Is it possible to establish a sensorial relationship between flavor, texture and smell of fruits and vegetables and their proposed group color?

06. Further Research 1. Is it possible to establish a sensorial relationship between flavor, texture and smell of fruits and vegetables and their proposed group color?

Focus group and other tests will be done with consumers to verify the right election of the 5 proposed colors and it´s coincidence and accordance in their sensorial experience with the fruits and vegetables they represent.

The objective is to adjust the proposal so it is accepted by the majority as colors with the most synesthesia and chromatic coincidence with nutritional, health and taste concepts.

06. Further Research 1. Is it possible to establish a sensorial relationship between flavor, texture and smell of fruits and vegetables and their proposed group color?

Focus group and other tests will be done with consumers to verify the right election of the 5 proposed colors and it´s coincidence and accordance in their sensorial experience with the fruits and vegetables they represent.

The objective is to adjust the proposal so it is accepted by the majority as colors with the most synesthesia and chromatic coincidence with nutritional, health and taste concepts.

2 How is the visual relationship between the 5 main colors and the other graphic elements used in the program?

06. Further Research 1. Is it possible to establish a sensorial relationship between flavor, texture and smell of fruits and vegetables and their proposed group color?

Focus group and other tests will be done with consumers to verify the right election of the 5 proposed colors and it´s coincidence and accordance in their sensorial experience with the fruits and vegetables they represent.

The objective is to adjust the proposal so it is accepted by the majority as colors with the most synesthesia and chromatic coincidence with nutritional, health and taste concepts.

2 How is the visual relationship between the 5 main colors and the other graphic elements used in the program?

The analysis of backgrounds, textures, photographs, illustrations, fonts and other elements in printed and digital documents will enable the elaboration of special norms of color and other elements application. This will highlight the five main colors and their message separating them from other secondary colors and elements.

Paz Cox dcox@uc.cl

María Rosa Domper mdomper@uc.cl

ACKNOWLEDGMENTS Special thank to Mrs. Isabel Zacharias, nutritionist of the Institute of Nutrition and Food Technology (INTA), developer of the “5 a day Chile” and Mrs. Alejandra Domper, INTA food engineer, for their cooperation and generosity in providing materials and information.

Images were courtesy of ASOEX (Exporters Association of Chile A.G.) Presentation Design by Josefina Barros & Consuelo Iglesias

Estudios del Color Escuela de Diseño Pontificia Universidad Católica de Chile