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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




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