According to Larry Lindner in an article on Beliefnet.com, research indicated years ago that the redder the food, the sweeter it is perceived to be---and kids like their food sweet so it is no accident that Hawaiian punch is such a deep red. This is true not only of the color of the food. Food marketers also work to elicit particular responses by the use of color on boxes, bottles, and cans.
Eric Johnson the head of research at the Chicago-based Institute for Color Research says that "Color...impacts our appetite, sexual behavior, business life and leisure time." Corporations have spent considerable time and money conducting confidential marketing research so that the packaging of their products will hopefully promote sales.
Academic researchers, as well as marketers have conducted studies to measure whether reactions to color that are predictable, whether men and women respond similarly to color cues and whether a person's age influences his or her color "psychology" One study found that consumers in China and Japan associate purple with expensive products and gray with inexpensive ones. But it is just the opposite in the United States.
Orange Means Affordablee Orange appears to be associated with monetary value. It has been shown to indicate affordability. Americans do not think of orange "as a classy color," therefore orange is great on burger stands, says Johnson. It is in the logos of both Burger King and Howard Johnson's.
Black Means Classy; Gold Means Quality Black has become a sort of anti-orange these days. But the color now connotes status and elegance This is probable why Breyer's ice cream and yogurt containers are largely black. Rich colors like gold reflect quality which may be a reason that Haagen-Dazs ice cream has a gold and burgundy motif.
Pink means Sweet; Red is inviting Pink containers convey sweetness- often intense cotton-candy-like sweetness. But pink, unlike red doesn't get the hormones going Johnson states that " When the eye sees primary red, the pituitary sends a signal" that leads to the secretion of adrenaline, "which causes the body to go into a state of arousal." The heart beats faster, you breathe faster, blood pressure rises and the muscles tense. Of course, red is also thought of as a "warm and inviting color," so you may not be so much making love with certain red-packaged foods and snuggling up.
Green means Healthy The "healthy," environmentally friendly, calorically correct color, experts says is green. Consumers surveyed about candy bars removed from yellow wrappers and put into green ones speculated that they had fewer calories, more protein, and less fat then candy bars packaged in their usual yellow.
White means Light White Like green it signifies less calories. You may have noticed that Lean Cuisine Entrees come in boxes that are mostly white. Silver also stands for fewer calories. Diet Coke cans have a lot of silver, while regular Coke cans are mostly red. White is also used for less expensive and bulky foods, such as sugar and flour, and to convey hygiene or cleanliness in the packaging of milk and cheese.
Deep versus Light Deep colors, such as shades of brown, indicate roasted, baked or very rich, states Johnson. Consumers state that deep-colored wine bottles contained more expensive wine then light-colored ones.
Yellow Jumps Out at You T The color that hits your eye fastest is yellow--no small thing for marketers, who believe that "for a package design on a supermarket shelf to halt a customer's attention, it must do its job within one twenty-fifth of a second, according to Johnson. That's probably why there's loads of yellow on cereal boxes. There are so many brands to choose from it behooves the manufacturing trying to be the first to literally catch your eye.