Colour as a Code in Food Packaging: an Argentine Case
DOI:
https://doi.org/10.23738/ccsj.i52016.02Keywords:
Color, measurement, instrumentation, digital, lighting, physiology, psychology, production, restoration, built environment, design, culture, education, communication, marketingAbstract
Intellectual and emotional aspects of the product’s image raise the concerns about its qualities; concerns about nutrient content, the ingredients, the amount of sugar, salt, fat. The product appearance induces expectations.
“Expectations govern our attitude to food and the food scene. We deduce from the appearance of the food in front of us whether it will harm us or be good for us”, says John Hutchings.(Hutchings 2003)
The consumer searches for the attributes he considers most suitable according to his internal needs, in the products he wants to buy. It is necessary to define a target segment to propose the product that is effectively closer to the ideal of the buyer and to communicate its benefits.
This is why the packaging has a big responsibility. Emotions, memory, social patterns, are behavioral areas in which colour plays an important part. There is a message to remember, and the packaging is a message in itself; it helps to guide, motivate and encourage consumers in their purchase decision. It is imperative to choose the potential customer for the message; each target has its language, its expectations.
References
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The "Cultura e Scienza del Colore - Color Culture and Science" journal is registered at the Court of Milan at n.233 of 24.06.2014.
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