A Comparison of Color Schemes and Images in the Package Design of Sweets in the US and Japan

Authors

  • Kyoko Hidaka Faculty of Art and Design, Tama Art University

DOI:

https://doi.org/10.23738/ccsj.i52016.01

Keywords:

Color Scheme, Sweets, Packaging, Color Culture

Abstract

This study compares the color schemes and design of packages of sweets in the US and Japan from the viewpoint of the cultural history of color. To visualize this comparison, color charts representing typical Japanese and American sweets packages are presented. The central aim of the comparison is to clarify cultural differences in color that characterize appetizing sweets, between the US and Japan. The research method was as follows: I purchased a total of 120 items, 20 items each of hard candy, chocolate, and chewing gum sold nationally, both in the US and Japan in 2013-14. Using ColorMunki Design of X-Rite, I measured the color scheme of these packages and listed the data in the form of color charts. These data are significant in revealing the fundamental cultural differences in the package design in these nations, a valuable insight for the field of international marketing and graphic/package design. Generally, there is a strong tendency for Japanese sweets packages to use a warm and light color scheme, whereas American ones apply a vivid multicolor scheme. Japanese sweets manufacturers produce various novelty items that promote seasonal and regional marketing, whereas American mass-produced sweets and its coloring are generally aimed at children and their dreams. Therefore, the color scheme of and the images on packages of US sweets resemble American comics.

References

Sugita, Y. “Experience in Early Infancy for Color Perception”, Journal of the Color Science Association of Japan 34(2) 2010, p.164-167

Birren, F. “Color Psychology and Color Therapy”, University Books, 1961

Iyengar, S. “The Art of Choosing”, Grand Central Publishing, 2010

Okuda, H., Tasaka, M., Yui, A., and Kawasome, S., “Correlation between the Image of Food Colors and the Taste Sense: The Case of Japanese Twenties”, Journal of Cookery Science of Japan 35(1), 2002, p. 2-9

Story, M. and French, S. “Food Advertising and Marketing Directed at Children and Adolescents in the US”, International Journal of Behavioral Nutrition and Physical Activity 2004, P. 1-3

Ibid.

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Published

2016-02-08

Issue

Section

Papers

How to Cite

“A Comparison of Color Schemes and Images in the Package Design of Sweets in the US and Japan” (2016) Cultura e Scienza del Colore - Color Culture and Science, 5, pp. 07–14. doi:10.23738/ccsj.i52016.01.