Executive Summary
There’s a trend for healthy food
consumption and healthier diet recently.
This trend has generated an intensive competition on healthy food products within the food market.
This fact has prompted the food
marketers to seek alternative ways
to communicate their product's
health message. The packaging of the product is a vehicle of communication itself. The importance of
designing the food packaging as a branding and communication channel, is
growing in the competitive market. Packaging color is crucial when designing
the package of a product or choosing the target consumer. The color of the package plays a role in representing the product, especially
when customers are in a rush and in
low involvement situations.
The challenge for food packaging designers is integrating the design of the package into an effective buying decision model by understanding that the color of packaging can be used as a valuable marketing communications tool. This report takes into account parameters, such as psychological values, tendencies and cultural differences. This paper will assist the designers of food package in analyzing the universal cues in the design of food package and to discern both cultural similarities and differences in a pragmatic way, aiding their work in different cultural environments or for global brands.
The challenge for food packaging designers is integrating the design of the package into an effective buying decision model by understanding that the color of packaging can be used as a valuable marketing communications tool. This report takes into account parameters, such as psychological values, tendencies and cultural differences. This paper will assist the designers of food package in analyzing the universal cues in the design of food package and to discern both cultural similarities and differences in a pragmatic way, aiding their work in different cultural environments or for global brands.
Problem Statement.
Almost all the products we buy
in the market today come packaged. Packaging is used to contain, protect and
identify products. In addition, if packaging is executed in a skillful way, the
consumer are more likely to purchase the product. The work of the package
designer is thus extremely valuable when designing a package. However, there
are no research concerning the impact of the packaging color on the customer's purchasing
behavior. For this reason, it’s necessary to look into and identify how the
color of the packaging affect the customer's decision to purchase a packaged
food.
In this paper, I’ll examine how
the colors in food packages are used to communicate information about the food. By examining the influence of colors on different
communities and in different countries, the report will assist in judging if
the food’s package color is the reason why a food product will do well or poor
in certain regions or countries.
Problems.
How do the colors in food packages influence the consumer’s purchasing behavior?
Problems.
How do the colors in food packages influence the consumer’s purchasing behavior?
Is the color of the food package the reason the food is doing well in certain
regions or countries?
What information do customers perceive about the food based on the color
of the food package?Introduction
Color is a
powerful marketing tool that sells products by influencing the consumer's
purchases. Packaging color accounts for eighty-five percent of the reason the user will decide to buy the
product. Food marketers should
understand color psychology for them to use it effectively. People associate
specific colors with specific meanings. In market research, these associations have
been studied extensively.
The challenge for food packaging
designers is integrating the right color on the package because it can be used
as a valuable marketing communication tool. This report will explore how the
psychology of color influences the consumer's purchasing behaviors it pertains
to the designing of food package and the customers. Picking out the correct color
to use in food packaging will tremendously impact the sales of the food
product. Though there are no rules governing the color choice, there are
established guidelines based on the associative learning principle, the
relationship between emotion and color.
Packaging
is among the most important factors in purchasing decisions when a product is
sold. It has become a crucial point for the process of selling. Packaged food products
are moving into larger stores due to economic evolution and globalization.
Consequently, consumers can access a larger products variety, making the job of
food package designers more and more thought-provoking. Competition is more intense.
Today, due to internet markets and the self-service retail formats proliferation,
at the point of sales, the package of the food serves as 'the salesman on the
shelf’.
Packaging plays a very
interesting role in a products’ success. The success of food product depends largely
the creators’ design the packaging appearance. While some view food packaging
as a simple safeguard that has the only purpose of protecting food, others
argue that the identity of the product lies within the design of the package.
It has the power to influence the choices of the customers, and with its carefully
thought-out aesthetics can affect their emotions. It can shape culture with its
form and bring memories to life.
However,
the general nature of the food packaging process makes it a relatively
independent producing system. In the modern economical life, food packaging has
been related to the production, circulation, food hygiene and other aspects
closely. The importance of food packaging has become more apparent. Food
packaging is not only rich in the packaging design quantity but also abundant
in theories. The concept of packaging, packaging technology and design method
could help designers design better food packages.
Packaging Background
Packaging is described
as wrapping a material around an item that will serve to identify, contain,
protect, describe, promote, display and market the item. Packaging can be
plastic, glass, steel, paper, wood or even aluminium. It's a field of graphic
communication that is continuosly evolving and is as a result of many
innovation years. The term packaging encompasses a variety of characteristics
that influence the design of the package such as shape, type of product, size,
color, legal requirements and whether or not the package and the packaging
process itself is environmentally friendly.
There are three types of packaging in the food industry:
·
Primary
packaging: - The package material is the one that envelops and hold the
product. The packaging is in direct contact with the food product and is
usually the smallest distribution unit.
·
Secondary
Packaging: - This is the packaging that contains the primary packaging and
is sometimes used to hold the primary packages together.
·
Tertiary
Packaging: - This is the type of packaging used for handling products in
bulk, transport shipping and warehouse storage.
Importance of Color in Packaging
Color
attracts the consumers’ attention and helps them form the clear cognition and
memory. As the extension of products, package plays an important role in the
selling of products and it has main three key basic functions: protecting
products, providing convenience and promoting sales (Diana, 2010). Marketing
psychologists argue that people need 90 seconds to make a lasting impression.
The previous research suggests the packaging color of a product determines if
the customer would accept it, with 60% weighting function (Dawes, 2014). Obviously, it’s a critical factor when considering
launching a successful product.
In
today's consumer market, packaging plays a more and more prominent role in
creating products’ image and promoting the sales quantity. The way of using
color to enhance the aesthetic of product packaging and make the products more
unique in order to win more market share for the enterprise has become an
important issue of the modern graphic designers.
Research Necessity on Color Usage
in Packaging
The
modern packaging design has more extensive connection with people’s life than
ever. It plays an increasingly important role in people's living environment.
In 1995, the American Supreme Court passed a landmark law in which the Supreme
Court had a verdict that color is a strong brand identity symbol (Colapinto, 2011).
The merchants and sellers use the color to persuade consumers to buy their
products. This is a kind of effective marketing approach. Color could change
consumers’ perception and help one product stand out from many other likewise
products.
By
making packaging color a new channel of communication, the customers would
understand the product a little bit better. Passing the right information of a
product, and promoting the popularity of the enterprises’ image through the
reasonable, collocation of colors has become a popular area for the graphic
designers.
Color for Multicultural Packaging
Within the graphic
communication industry, there's need for a multicultural packaging approach.
Designing a multicultural package is the overall design aesthetics that will
make the product sale well in several regions and countries. The multicultural packaging idea was
necessitated by introduction of products into the international market. The
design should be a combination of features like colors, logos as well as values
that would create an effective way of communicating the product to different
cultures. It is a way of increasing the brand recognition and transcending the
language barriers.
The job of packaging
color should be selling the product itself to the consumer. In a multicultural
setting, the color of the packaging will be the key component that will make
the product viable in an unfamiliar market and consequently, with time, make
the product a recognized brand. Simplicity is the best way of effectively
conveying a message to any audience. Additionally, using neutral colors, to
those that don’t have any negative associations and connotations among the
targeted market, will maximize the effectiveness of the package. Through
multicultural packaging design, any company can use color and brand design to
communicate their products across multiple cultures. It would increase the
brand recognition and provide financial gain with the correct execution.
Importance of culture when
designing Packaging
The image of the product
is created through the package. Yet, across different cultures, the package may
be translated differently. In certain circumstances, it may develop unwanted
product image. In this sense, culture the system of collectively held values.
It is necessary to consider and understand these values in different cultures
when designing the package of a food product. This is because the design of the
package might be a product's demise in a different culture.
For example, in the
United Kingdom, Campbell is struggling because United Kingdom consumers are accustomed
to condensed soups. Although Campbell roughly had the same amount of
ingredients to its competitor's, the color of the packaging made it appear as
though it had less. The consumer's in U.K perceived the Campbell's soup to be
poorer.
Packaging’s Influence on Consumers
In
the whole process of purchasing behaviors, the most critical step is the
consumer's purchasing decision as it’s the main purpose of the production of
products and packaging. Packaging designing should take appropriate packaging
method to affect consumers’ attitudes toward the products, the ultimate goal of
the packaging designing is helping consumers to make their purchasing
decisions. Consumers’ decision-making behavior is a kind of universal
decision-making behavior. The consumers will make judgments according to their
needs and choose to buy the commodity ultimately. In the food industry,
it is widely assumed that the color of the food package can't be better than
the taste of the food. If the color and taste are dissimilar, they can be
learned. However, this is difficult to achieve as people often have an
association with colors. Colors bring a strong symbolic significance. The color
of the product impacts the psychological feelings of the customers.
The first function of
color is grabbing the consumer's attention. At the points of sale, the vibrant
colors such as yellow and red will attract the consumer's attention. According
to Wu, red excites people while blue claims them. The warm colors suggest sun
and fire while cool colors imply water and air. The moods associated with
colors are adventurous if the brand needs a fresh beginning by bringing in a
new package with a different color from the brand's original color. This will
increase the product's probability for purchase compared to a different
moderately colored package. As the color of the package evoke expectations, the
consumer will get an idea of what to expect when they get attracted to the
color of the product's packaging. Package colors serve as cues for both
consumption-related information and product-related information. It's important
to recall that the semantics of the package color is also affected by trends,
cultural and social settings.
Color Theory Introduction
The
color of the package should be considered into an integrated part of products.
We often see in the market that, given a product, some packages are very
similar, but they could differentiate one from each other for various categories
by using different colors. It implies
that the color used in packaging could communicate different messages, together
with text and graphics. As humans, our sense of sight easily fools our sense of
taste. This is because we have certain expectation based on the appearance of
food.
Color
is crucial to both branding and packaging. Colors are usually used to trigger
particular emotions and reactions as well as prompting consumers to make an
assessment on a brand. Prudent use of color in packaging would influence the
customer's moods and feelings, hence there attitude towards the product and
help them in differentiating the product from competitors. The rationality of
the packaging design is that it conforms to the principle of formal aesthetics,
which is adapted to the aesthetic concept and psychological needs of consumers.
For
a graphic packaging designer, the key to success is know how to grasp the
consumer attention and how to use their own unique way to stimulate the
consumers’ consuming desire. Nowadays the manufacturers pay more attention to
the food packaging because the fine packaging could become a good
incentives. Among these incentive
factors, color plays an important role.
Colors in general
There are over seven million colors. These colors are as a result of
basic building blocks:
1. Primary colors: Yellow, red and blue
are the all the other colors’ basis. These colors can't be produced with
combination of the other colors. These colors form the black color when they
are mixed in equal proportions.
2. Secondary colors: These are colors that
are result from mixing any two primary colors. There are three types colors; violet
(red and blue mixture), orange (mixing red and yellow mixture), and green (blue
and yellow mixture).
3. Tertiary colors: These are colors that
are a result of combining one primary color with one secondary colors. There
are six in general: lime (yellow and green mixture), saffron (orange and red mixture),
purple (violet and red mixture), lavender (violet and blue mixture), turquoise
(green and blue mixture) and amber (orange and yellow mixture).
By combing the colors above with either
black or white, various tints and shades are obtained. Tones describe the color
depth.
In
food packaging, color is evocative. Additionally, colors are used to illustrate
food products' flavors. Products may have the same basic label, but the color
can be used to differentiate such products on the basis of color. With
consumers heavily relying on colors to identify products, the product's package
designer should research effectively to determine the best color scheme that
will convey the elicit perception the product manufacturer intends.
·
Red:
When associated with food packaging, the red color increases the appetite,
making it ideal in the fast food industry
·
Orange:
In food packaging, this is the color that draws attention.
·
Green:
This color denotes healthiness since it is the color associated with the
environment and nature.
·
Blue:
In food packaging, blue is rarely used. It is used to denote that the food is
fat-free
·
Purple.
Used to denote berry flavor in food products
·
Brown:
Due to its association with nature and earth, in food products, it would
suggest the food products are healthy, organic and healthy
·
Black:
Clothing such as tuxedos and black tie as well as black pearls are items that
symbolize wealth and sophistication. In food packaging, black suggests that the
product is of high quality.
·
White:
This is the color that can work both for and against the manufacturer. In food
packaging, it indicates that the food is pure and fresh. The package designer,
however, should consider how often the product will be handled. It wouldn't be
ideal if the product appears to be dirty and dingy to the final consumer.
The Power of Color Association in
Packaging
The appearance of the
package is among the most important brand identity elements. The packaging designer
should develop a concept that is in harmony with cohesive identity for all the
products of the company. For any package, color is the most important visual
element. Because customers associate colors with particular concepts, the
colors embody those perceptions. There are times the color itself is sufficient
to communicate the image message it represents. Package designers use the color
association power. The design the color of the product package to portray the
correct image to attract the right consumer's group.
Packaging Color and Consuming
Psychology
Color influence consumers in a
complex manner which has not been fully understood today. To a large extent, however, the researchers
agree that color fundamentally will influence consumer via psychological
interaction. Color could stimulate the consumers’ demand thus guiding their
consumption. The whole purpose of color in packaging is to use color or
resonate the consumers, and hopefully stimulate their purchase desire. There is
no doubt that color selection in food packaging does play a key role to promote
the sales by connecting consumers more psychologically.
In company branding and product packaging,
color isn't simply an overthought. Consumer awareness and product branding all
operate on different psychological principles. It's necessary to understand
these principles to maximize success with color, hence planning and
anticipating how the product users would react to the selected colors. However,
color trends aren't permanent and fluctuate with time. The manufacturer should
stay up to date with the current color research for them to make the company's
best decision.
Packaging Color for Different
Regions and Countries
Due to regional
differences in the world, people’s color preference and taboo are also
different. In different cultural
environment, colors have different interpretation. American researchers carried
out a research in 2008 in twelve nations to determine the extent to which the
countries in question interpreted different colors and the meaning they
associated the colors with. The results showed that the colors green, white and
blue were liked in all the countries and shared a similar meaning. On the
contrary, red and black also received high ratings yet, in most instances,
their meaning were different.
East Asian countries
have the greatest differences among colors in regards to their effective
meaning, however, the US and Latin American countries have an average color
differences. In most parts of the globe, the customers have similarities in
color liking and the association of the color meaning. Many intrinsic color properties
thus appear to be multicultural. The combination of colors in food packaging,
however, suggests that there are resemblances as well as divergences in the
ways the customers choose the combinations of color.
Focus on Color Interpretation by
Other Cultures.
Choosing the most suitable color of
a product's package is a critical design function. It's these colors that
affect the brand customer's preferences through association. Additionally,
color preferences across different countries and culture aren't uniform.
According to most researches, designing a package that's culture-specific or
localized, is effective for the target market. Each color has its own value. Because of the cultural differences in
different regions, one color may be interpreted differently from one country to
another. Therefore to a graphic
designer, the basic knowledge he or she should have is to get idea of what’s
the implied meaning for a certain color in a target country. If a color were
misused, it would bring the negative effect to the original intent, and in the
worst case, it may be disastrous to the products.
Taking red color for example, in
the Chinese cultural environment, the implied meaning of the red color is
always related to some positive words such as luckiness, happiness and fortune,
while in the American culture, red is often used to remind people of something
dangerous or forbidden. Even within the same regions, the interpretation for
color can be as dramatically different as western vs. eastern. Let’s take another example. China and Japan are in the Eastern Asia with
the similar culture heritage. When it
comes to color selection, Japanese designers always consider black, gray, white
or tender blue as their favorite color, while they treat purple and red as
least favorable. By contrast, to a
Chinese graphic designer, black is not a best choice. Black was not considered
by Chinese neither clean nor pure.
Though colors vary along the
aesthetic appeal line, there are values which transcend the cultural barriers
thus making inter-market segments possible. While the quality of the product
has a high correlation with the consumer, interest is created through
imagination and hence is dependent on colors to trigger the consumer's
emotional response.
Emotional Experiences Connection
with Colors
A
consumer often can't smell the packaged food. However, the color of the package
can evoke memories and trigger the connection to taste. Marx once said: the
feeling of color is the most popular form of the general sense of beauty
(Walker, 2011). That is to say, the color could bring the most directed and
common emotional experience. A color is always associated with a certain kind
of feeling. The meaning of the feeling
associated by a color may depend on regions, countries, and culture. In the
United States, for example, red is associated with danger, blue with calm,
green with growth, yellow with warm sunshine.
In
the food packaging design, color should obviously have a direct connection to
the product itself. Each kind of product is different in its nature. It's
estimated that 60% of a product's acceptance or rejection is related to the
color of the packaging. All colors have their own properties and will exert
individual influence and thus impact the consumers’ behavior and emotion.
Gender and Age influence on Color
Packaging
Male and female have different preference to color, so do the
elderly and the young. Taking the beverage packaging for example, children more
likely like to drink beverage in brighter or darker colored package, such as
orange juice, cola and other fizzy drinks.
Young ladies will prefer to buy soft drinks, such as mineral water, soda
and juice with fresh packaging color (Selim, 2007). First, blue is the favorite
color for both male and female. More than half of male consumers think blue is
their favorite color, while only 37% female consumers think so. Second, purple
seem the most diverged color between two genders. Purple is second favorite
color for female with 23% support. By contrast, almost none of men would like
to choose purple as their favorite.
When it comes to the color’s favorability with respect to
age, the trend will be quite complex. The color use is among the tools
psychologist have at their disposal when they analyze children. I early childhood,
colors aren't used as naturalistic objective as subjectively. Children use
bright red to express desire to destroy and express anger, while black can be
associated with all the depressive anguishes. The sun's yellow can stand for
the happy desire of communicating and expressing themselves. At a young age,
children are attracted by warm, strong and intense colors. With time, the
colors become less violent and softer shades appear.
In general, however,
blue gains more popularity when one is getting older. Green is very popular for
children but quickly fades away after one turns 30s. Purple seems to be only
adopted by the people from theirs 20s to 40s. When a graphic designer is
designing the product package, he or she should consider these important consumer
groups very carefully.
Color versus Taste
A
very interesting field in color research is studying the relationship between
color and taste. Various previous studies show that the impression of color can
be more memorable than the impact of the taste. Generally, people don't like
purple and yellow green food. In addition, people consider that the food with
orange, red, white and pink color are more delicious. People will reject and
suspect that the blue and green food, because a lot of black food and purple
berries are toxic. Of course blueberry
and grape are actually not only poison free but also healthy for human body
(Flores, 2008). Regardless, the color of these seemingly harmful substances
will make people try to avoid them.
In
the food category, red is considered to be mature and delicious, and white to
be delicate. Dark colored food is
perceived with having strong smell and taste, such as coffee. So coffee is
often packaged in brown or red to display its rich nutrition and aftertaste. Therefore, the color of the product’s package
could guide consumers’ purchase decision. The color of the food package,
sometime could overtake their proprietary expression. Then color becomes a symbol of a specific
product. For example, as mentioned in previous section, when you see orange
color in beverage package, it become a straightforward reflection that the
product inside is orange juice.
Critical Thinking on the color
applied the design in Food Packaging
Different Color Design and Package
Materials for Different Products
Products’ packaging
color is reflected through the packaging materials of the certain
products. Different materials will have
different color effects because of the different surface textures and
materials, which will have a great impact on product packaging overall.
Packaging materials could be divided into rigid packaging and flexible
packaging (Franklin, 2008). The rigid packaging include metal material and
glass. The flexible packaging include the paper packaging and cloth packaging.
The application of metal materials in food packaging is mainly used for canned
drinks and gift boxes.
The warm color of gold and copper give people the impression
of wealth and luxury. The color of gold and silver often applied in metal
packaging to strengthen the contrast and harmony of color and get a strong
visual impact. Glass is the materials which is most widely used in beverages
and condiments packages. Because the
liquid and glass have some similar characteristics – transparency. The glass
container which accommodates the liquid will bring people a kind of light,
dynamic and aesthetic feeling. For flexible packaging, wood and paper are also
often used in packaging materials (Yale & Coco, 2010). In particular, paper and wood board account
for the majority of the packaging materials. The choice of packaging material
and packaging color need to be considered with the characteristics of the
product and consumer groups.
Packaging Colour should meet the
Brands' Strategic Position Needs.
Doctor Marx Blucher, a Psychology professor from University
of Basel, believes that colors have an emotional value and an objective
psychological significance. One’s love of color shows his basic personality.
Marx suggested that the color of the package should be consistent with the
actual requirements of the product (Bix, 2008)). Packaging color design is associated
with the product brand. Nowadays, many
companies have focused on the study of the color of the packaging. Modern
product brand image cannot be separated from color of the product. The choice
of color must take into account the brand image. Brand determines the color choice style, in
particular, driving the unity of the overall visual effect of the products
under the brand.
Brand personality is among the vital aspects when designing a
new product's package or rebranding an already existing product. Advertisers
should research the characteristics of the culture of the target market favors
and consequently implement them when designing the package of the product. The
commercial brand should influence the environment of the consumer while
creating a bidirectional relationship between an individual and culture.
Whether positive or negative, people's personality is similar to the thinking
of the general population. The identity of the brand should create brand
recognition and provide information that the customers will associate with the
package.
When designing the package of any product, it’s important to priories
design elements, evaluate what is important, keep it simple and keep it short.
The manufacturers and the food packaging should grow the company's brand
personality with time, because it's the most valuable asset. The design of the
package should contribute to maintenance of the positive personality of a
brand. The design of the package and a solid marketing strategy would result in
the desired brand recognition that turns brand leadership with time.
Packaging Color should meet the
Position of the Product's Market Needs
Packaging color is one of the most important means of
conveying marketing message, which is widely accepted by the advertising
industry. People’s packaging color
preferences are related with the age, and gender, as addressed above. Obviously,
there are additional factors the product manufacturer and the package designer should
understand as well, like shopping frequency, income and other factors.
Principle colors and bright colors could attract less frequent shoppers easily.
Since they shop less often, they would prefer to buy the products that are easy
to see in the supermarket. Pink and
neutral colors could attract the frequent consumers who understand the products
better. Black is attractive to older
people and men. Green, blue are the favorable to woman, therefore green and
blue are often used as the color of cosmetics. Purple is the color of a special
high-end commodity, like jewelry or high-end chocolate. Black, silver, gold and
white are generally associated with high tech products. In general, the medium
grade product account for the biggest market share. These groups of products’
quality is not as high as the high end group. However, through the appropriate
packaging design, the packaging color could provide a cordial, warm and
romantic feeling that uplift the product.
Conclusion
With products infiltrating foreign markets and the continuous
changes in trends, color consideration and brand identity for multicultural
packaging is increasingly important. By accommodating the consumer's cultural
perceptions when designing the package of a commodity can aid in promoting the
product and the company's brand in the most cost effective way possible. As color greatly influences the consumers'
shopping psychology, it is the most sensitive and direct element among people’s
visual elements as it could instantly attract people's attention. Therefore, choosing the proper color seems to
be a critical question for all the graphic designers because color in packaging
is a marketing strategic.
Furthermore, color in food packaging can be associated to
psychological behavior. Resonating the
package color with the actual product taste, it would be easily bring the
customers back to the brand. Any design could not be separated from a certain
social and cultural background. A
package designer should consider the different interpretation of a color in
various countries and regions, and ensure the right color and the right meaning
will be selected and carried over to the target market. In addition, color
preference varies with gender and age. By choosing the right color for the
packaging design, the product will have a better possibility of improving the
companies brand and increasing its share market.
Color design has aesthetic value for product packaging and it
has real economic value for the enterprise brand. Therefore the style of the
products’ packaging design should be unified with the characteristics of the
corresponding products. Besides, different food should choose different
packaging materials and apply different color in its packaging designing, so
the combination of the material and color has to be well thought to optimize
the total look and feel.
Keep in mind that packaging is the extension of product and
color is a natural part of the packaging. It is critical for a good designer to
understand not only individual consumer’s psychological response to color, but
the variation of color perception from different regions and cultures, as well
as the demographic groups of ages, gender, and factors. This is the only way to develop a consistent
color packaging strategy to establish a successful enterprise brand.
This paper shows the
importance of the color of food packaging. The package designer should be aware
of the message the color of the package will portray to the target market.
Additionally, he or she should be aware of the color preference across the
gender and age lines. Although the package design would meet the criteria
above, it doesn't necessary mean the product will do well in any market.
Cultural barriers also plays a role in the sale of a product. With this in
mind, the designer should design different packages for different regions and
different countries. This will not only increase the market size of the
product, it will also promote the brand of the company.
Presentation.
Before beginning my
presentation, I would like to express my deepest gratitude to Professor XXX who
offered me a lot of assistance during the process of creating this paper. He
had a few suggestions for my topic and helped to correct my grammatical
mistakes. Through his encouragement, I made a lot of progress and with his
selfless help, I've completed my paper smoothly.
After coming across an
article on how two designers use different colors to visualize Amazon's data, I
couldn't help but wonder the functions and features of food packaging which are
reflected on food packaging. I did research on food packaging and wrote this
paper; 'Using Color in Food Packaging'.
I've divided this paper
into four parts. In the first section,
I've done a brief introduction to color and packaging. In addition, I've
highlighted the importance of carrying out this research. In the second
section, functions and cultural significance of color applied in food packaging
was clearly illustrated. The third part expresses the relationships between
packaging color and customers’ consuming psychology. It illustrates the
importance of the color applied in packaging design. The fourth part is the critical
thinking applying the right color in packaging. It’s the main purpose of this
research. These critical thinking thoughts are practical and backed by the
facts.
The paper uses case studies
and researches to prove arguments. The literature references are useful when
organizing these ideas together. Lastly, based on the research, as evidenced in
the paper, there’s conclusion that color is extremely important for food
packaging as it influences people’s purchasing choice. As mentioned in the
paper to a graphic designer, applying the right color when designing food
packaging is the first step to success. Besides, the graphic designers should
firmly hold a view that packaging is the extension of product and pay high
attention to the color choice when doing the packaging design. For more
information on how color is reflected in food packaging, please check my paper.
Thank you!
References
1. Albers,
J. (2010). “Interaction of Color”.
Revised and Expanded Edition. Yale University Press.
2. Bix,
L. (2007). The Packaging Matrix:
Linking Package Design Criteria to the Marketing Mix. IDS Packaging. Retrieved
2008-12-11.
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