musso
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María Luisa Musso (Argentina): Colour as a code in food packaging: an Argentine caseTRANSCRIPT
María Luisa MussoFacultad de Arquitectura, Diseño y Urbanismo
Universidad de Buenos Aires
Colour as a Code in Food Packaging An Argentine Case
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 processenable the understandingof products differentiation
TENERIFESPAIN
TENERIFESPAIN
TENERIFESPAIN
TENERIFE SPAIN
4.THE COLOUR OF THE PRODUCT
Awareness of why colourscommunicate meaning
Colour can show a strong association with certain products categories
Green is associated with natural products
GREEN ASNATURAL
Colour coding helps to clearly identify the desire product
Some BRANDStraditionally use green as a strong identifier
Green is a visual attributerelated to low fat
as pink or light blue
NEWZELANDLight Blue= Low fat
Green = Fat free
ITALY Pink= Low fat
Green = Fat free or Low fat
ITALIA CHILE FRANCIA Low fat
USA reduced fat
PARAGUAYAUSTRALIA
CHILE
BRASIL
ITALIA
LOW and FAT FREE
5.DIET OR LIGHT PRODUCTS
PARAGUAY
SPAINBlue =Whole
Light Blue/Green= Low fat
Pink = Fat free
PinkPinkPink
SPAIN
Red =Whole
6.LIGHT PRODUCTS IN ARGENTINA
In most casesWhole = 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 colourfor 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 Diseño y Urbanismo. Universidad de Buenos Aires. Argentina.Integrante del Programa de Investigación Color F.A.D.U.- U.B.A..Miembro Regular del Comité Ejecutivo de laAsociación Internacional del Color 2010-2013
Miembro del AIC Study Group on Environmental Color Design AICMiembro del Grupo Argentino del Color
