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Colour as a Code in Food Packaging An Argentine Case MarĂ­a Luisa Musso Facultad de Arquitectura, DiseĂąo y Urbanismo Universidad de Buenos Aires

AIC 2010 Color and Food, Mar del Plata, Argentina, 12-15 October 2010

There is a message to remember The packaging is a message in itself

1.SEGMENTATION

In products addressed to health conscious consumers

packaging can produce a functional segmentation

Psychological segmentation is based on consumers social class, lifestyle, personality, referring models

2.CHANGES IN CONSUMER

Consumers increasingly informed and demanding

Nutritional and functional information are relevant

3.VISUAL IDENTIFICATION

Colors helps us to decode the world around us A complex semiotic process enable the understanding of products differentiation

TENERIFE SPAIN

TENERIFE SPAIN

TENERIFE SPAIN

TENERIFE SPAIN

4.THE COLOUR OF THE PRODUCT

Awareness of why colours communicate meaning Colour can show a strong association with certain products categories

Green is associated with natural products

GREEN AS NATURAL

Colour coding helps to clearly identify the desire product

Some BRANDS traditionally use green as a strong identifier

Green is a visual attribute related to low fat as pink or light blue

NEW ZELAND

Light Blue= Low fat Green = Fat free

ITALY

Pink= Low fat Green = Fat free or Low fat

ITALIA

CHILE Low fat

FRANCIA

USA

reduced fat

BRASIL ITALIA

LOW and FAT FREE

PARAGUAY AUSTRALIA

CHILE

5.DIET OR LIGHT PRODUCTS

PARAGUAY

Pink

SPAIN Blue =Whole Light Blue/Green = Low fat Pink = Fat free

SPAIN Red =Whole

6.LIGHT PRODUCTS IN ARGENTINA

In most cases Whole = blue

As in others countries Whole= blue or red

ARGENTINA whole

SWEDEN

BRASIL

USA

Definitely

Green is the color code for low fat and fat free in Argentina

0 % is green

There are few exceptions in packaging “ 0 “ Fat free = pink or light blue

Fat free = pink or light blue

Green is the colour for security and permission

The green code spread to others categories

Completely mastering color is impossible, but the power it imparts to those who dare to handle it is as profound as that light itself

Colour is a third Promethean gift, like language and fire Charles Riley, Color Codes, 1995

Arquitecto Profesor Consulto. Facultad de Arquitectura Dise帽o y Urbanismo.

Universidad de Buenos Aires. Argentina.

Integrante del Programa de Investigaci贸n Color F.A.D.U.- U.B.A..

Miembro Regular del Comit茅 Ejecutivo de la Asociaci贸n Internacional del Color 2010-2013 Miembro del AIC Study Group on Environmental Color Design AIC Miembro del Grupo Argentino del Color mlmcolor@arnet.com.ar www.colordecoration.com