AIC 2010 – Mar del Plata, Argentina
Color Strategies for Food Packaging: Systematic compilation and analysis of chromatic palettes of olive oil’s package
Javier Castillo Cabezas Paulina Becerra
Aims To analyze chromatic strategies used on different packed products segments, understanding as segment each one of the groups –milky, canned, oils, etc– in which the diverse food products are gathered and sold on retail.
AIC 2010 – Mar del Plata, Argentina Castillo Cabezas - Becerra
Hypothesis For the different food products exist certain chromatic conventions and codes, born from consumption traditions and habits. Our research will try to make visible the strategies of adhesion or transgression to these codes, implemented by the companies in their attempt to establish a position on consumerĂŠs mindset.
AIC 2010 – Mar del Plata, Argentina Castillo Cabezas - Becerra
Theoretical framework
AIC 2010 – Mar del Plata, Argentina Castillo Cabezas - Becerra
Methodology Photographic register of package fronts Digital processing of data Data systematization - Form Classification and analysis of samples Semantic analysis of results
AIC 2010 – Mar del Plata, Argentina Castillo Cabezas - Becerra
Data compilation form 1. General information 2. Form 3. Color 4. CesĂa 5. Texture
AIC 2010 – Mar del Plata, Argentina Castillo Cabezas - Becerra
General information
AIC 2010 – Mar del Plata, Argentina Castillo Cabezas - Becerra
Form
AIC 2010 – Mar del Plata, Argentina Castillo Cabezas - Becerra
Color
AIC 2010 – Mar del Plata, Argentina Castillo Cabezas - Becerra
CesĂa
AIC 2010 – Mar del Plata, Argentina Castillo Cabezas - Becerra
Texture
AIC 2010 – Mar del Plata, Argentina Castillo Cabezas - Becerra
Preliminary explorations
Exploration of lightning conditions for photographic register. (a,b,c,d under fluorescent light; e,f,g under tungsten light)
AIC 2010 – Mar del Plata, Argentina Castillo Cabezas - Becerra
Preliminary explorations
Exploration of Picture treatment to create color-maps. In this case, a process of pixelation is made, from original picture (left) and increasing the size of pixel to visualize dominant colors and color distribution
AIC 2010 – Mar del Plata, Argentina Castillo Cabezas - Becerra
Further steps Once this step is completed, we will be facing the data collecting and systematization stage, in which we will make a thorough gathering of the information related to selected sample –olive oil package-. Fourth and final stage will be work on the classification and comparing of these data to undergo the final semantic analysis.
AIC 2010 – Mar del Plata, Argentina Castillo Cabezas - Becerra
Thanks!
AIC 2010 – Mar del Plata, Argentina Castillo Cabezas - Becerra