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