Use of Color in the Promotion of Consumption of Fruits and Vegetables
The Experience in Chile “5 a Day”
01. Introduction
Case of Study
“5 A Day” is a program present in 40 countries around the world which promotes the consumption of 5 portions of fruits and vegetables every day. In Chile this initiative is strongly supported by the strategy of recomending the consumption of “5 portions of 5 different colors” for a better assumption and understanding of the message.
The research is based on observations and analysis of choice and color scheme, proposed by the program in the publicity materials produced and used between 2006 and 2010. This analysis considers color and perceptual aspects of the different graphics and digitals parts that are used for the promotion, publication, educational material, recipe books and other products.
The material exposed illustrates the case of study development, but does not pretend a faithful representation of the colors in the analyzed material and the new proposal.
The methodology used for the analysis and development of the case had to include the detection of codes which enable the clear identification of colors in printed and digital versions.
The Codes detection were realized with:- color measured with colorimeter - visual comparison under the same lighting conditions with a Pantone color collection. - ratification of both process developments- color registration with graphic program tools.
The record code obtained are valid overhead the appearance of colors in different media.
01. Introduction
Explanation
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01. Introduction
Questions To establish the level of association between the colors used for each group of food.
1. Do they always use 5 different colors to represent the five food groups?
2. Are there coincidences between the color tones used for every food group and the natural colors of fruits and vegetables?
3. Do they always use the same color tone for every food group?
01. Introduction
Questions 4. Do the colors used by the program make sensorial reference to healthy and tasty colors?
5. In the analyzed material: How are the colors of each group named?
6. Which is the best color tone for each food group?
02. Methodology
Digitalization of the printed material.
For the Presentation
Epson Scanner 4490 /Resolution 300 ppp
02. Methodology
Digitalization of the printed material.
For the Presentation
Epson Scanner 4490 /Resolution 300 ppp
Detecting the 5 main colors Eyedropper tool, Indesign /Pantone encodeColor measured Colorcue 2 /Pantone Coated 2005Natural midday light northwest exposure.
02. Methodology
Digitalization of the printed material.
For the Presentation
Epson Scanner 4490 /Resolution 300 ppp
Detecting the 5 main colors Eyedropper tool, Indesign /Pantone encodeColor measured Colorcue 2 /Pantone Coated 2005Natural midday light northwest exposure.
Detecting other colors in use(Fonts, background, etc.)
Eyedropper tool, Indesign
Eyedropper tool, Indesign
03. Analysis
The 5 Main Colors
Other Colors
2005
03. Analysis
2005
The 5 Main Colors
Other Colors
Is there a fruit or vegetable with any shade of blue?
03. Analysis
2006
The 5 Main Colors
Other Colors
03. Analysis
2006
The 5 Main Colors
Other Colors
What Happened with the yellow for bananas, lemons or corn?
03. Analysis
2007
the 5 Main Colors
Other Colors
03. Analysis
2007
the 5 Main Colors
Other Colors
We have 6 instead of 5 colors and a blue named “violet”!
03. Analysis
2008
The 5 Main Colors
Other Colors
03. Analysis
2008
The 5 Main Colors
Other Colors
Better color palette but still, do they really look like “tasty & healthy colors”?
03. Analysis
2009
The 5 Main Colors
Other Colors
03. Analysis
2009
The 5 Main Colors
Other Colors
Are these 5 colors a good interpretation of fruits and vegetables colors?
03. Analysis
2010
The 5 Main Colors
Other Colors
03. Analysis
2010
The 5 Main Colors
Other Colors
The fifth color is missing!
03. Analysis
All Yellows used as Main Colors
03. Analysis
All Reds used as Main Colors
03. Analysis
All Blue/Purple/Violet used as Main Colors
03. Analysis
All Greens used as Main Colors
03. Analysis
All Whites used as Main Colors
03. Analysis 1. Do they always use 5 different colors to represent the five food groups?
03. Analysis 1. Do they always use 5 different colors to represent the five food groups?
2005
03. Analysis 1. Do they always use 5 different colors to represent the five food groups?
2005
2006
03. Analysis 1. Do they always use 5 different colors to represent the five food groups?
2005
2006
2007
03. Analysis 1. Do they always use 5 different colors to represent the five food groups?
2005
2006
2007
2008
03. Analysis 1. Do they always use 5 different colors to represent the five food groups?
2005
2006
2007
2008
20052009
03. Analysis 1. Do they always use 5 different colors to represent the five food groups?
2005
2006
2007
2008
2009
20052010
03. Analysis 1. Do they always use 5 different colors to represent the five food groups?
2005
2006
2007
2008
20052009
20052010 6
4
4 4
03. Analysis2. Are there coincidences between the color tones used for every food group and the natural colors of fruits and vegetables?
Yellow / Orange
03. Analysis2. Are there coincidences between the color tones used for every food group and the natural colors of fruits and vegetables?
Lemon Pineapple Papaya Banana
Peach Apricot Orange Melon
03. Analysis2. Are there coincidences between the color tones used for every food group and the natural colors of fruits and vegetables?
Red
Strawberries Apple Raspberries
Cherries Red PepperChili Tomato Watermelon
Blue / Purple / Violet
03. Analysis2. Are there coincidences between the color tones used for every food group and the natural colors of fruits and vegetables?
BeetsBlackberriesCabbageBlueberriesGrapes
Green
03. Analysis2. Are there coincidences between the color tones used for every food group and the natural colors of fruits and vegetables?
Apple Tuna Custard ApplePear Lettuce Celery Avocado Artichokes
03. Analysis2. Are there coincidences between the color tones used for every food group and the natural colors of fruits and vegetables?
White
GarlicChivesLeeksOnionsMushroomsCauliflower
03. Analysis 3. Do they always use the same color tone for every food group?
03. Analysis
Yellow / Orange
3. Do they always use the same color tone for every food group?
12 tones from yellow to orange hue.
03. Analysis
Yellow / Orange
Red
3. Do they always use the same color tone for every food group?
12 tonesfrom yellow to orange hue.
9 tonesof the same hue of red.
03. Analysis
Yellow / Orange
Red
Blue / Purple / Violet
3. Do they always use the same color tone for every food group?
12 tonesfrom yellow to orange hue.
9 tonesof the same hue of red.
12 tonesfrom blue to purple hue.
03. Analysis
Yellow / Orange
Green
Red
Blue / Purple / Violet
3. Do they always use the same color tone for every food group?
12 tonesfrom yellow to orange hue.
9 tonesof the same hue of red.
12 tonesfrom blue to purple hue.
16 tones of the same hue of green.
16 tones of the same hue of green.
03. Analysis
Yellow / Orange
Green
Red
Blue / Purple / Violet
White
3. Do they always use the same color tone for every food group?
12 tonesfrom yellow to orange hue.
9 tonesof the same hue of red.
12 tonesfrom blue to purple hue.
8 tones of different hue of whites, greys & pastels.
16 tones of the same hue of green.
03. Analysis
Yellow / Orange
Green
Red
Blue / Purple / Violet
White
3. Do they always use the same color tone for every food group?
12 tonesfrom yellow to orange hue.
9 tonesof the same hue of red.
12 tonesfrom blue to purple hue.
8 tones of different hue of whites, greys & pastels.
16 tones of the same hue of green.
16 tones of the same hue of green.
03. Analysis 4. Do the colors used by the program make sensorial reference to healthy and tasty colors?
Unappetizing , unhealthy or/and fake colors.
03. Analysis 4. Do the colors used by the program make sensorial reference to healthy and tasty colors?
03. Analysis
Unappetizing , unhealthy or/and fake colors.
Tasty, healthy or/and real colors.
4. Do the colors used by the program make sensorial reference to healthy and tasty colors?
03. Analysis 5. In the analyzed material: How are the colors of each group named?
5. In the analyzed material: How are the colors of each group named? 03. Analysis 5. In the analyzed material: How are the colors of each group named?
YELLOW / ORANGE
03. Analysis 5. In the analyzed material: How are the colors of each group named?
YELLOW / ORANGE
RED
5. In the analyzed material: How are the colors of each group named? 03. Analysis 5. In the analyzed material: How are the colors of each group named?
YELLOW / ORANGE
RED
BLUE / PURPULE / VIOLET
03. Analysis 5. In the analyzed material: How are the colors of each group named?
YELLOW / ORANGE
RED
BLUE / PURPULE / VIOLET
GREEN
5. In the analyzed material: How are the colors of each group named? 03. Analysis 5. In the analyzed material: How are the colors of each group named?
YELLOW / ORANGE
RED
BLUE / PURPULE / VIOLET
GREEN
WHITE
04. Proposal 6. Which is the best color tone for each food group?
6. Which is the best color tone for each food group? 04. Proposal 6. Which is the best color tone for each food group?
The color choice was realized by visual comparison between the chosen colors and high quality images of fruits and vegetables with healthy and tasty characteristics. The choice was done with natural day light.
Images from www.chileanfreshfruit.com*
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04. Proposal 6. Which is the best color tone for each food group?
The color choice was realized by visual comparison between the chosen colors and high quality images of fruits and vegetables with healthy and tasty characteristics. The choice was done with natural day light.
This development considered peoples sensorial appreciation over food. This is necessary because color and appearance determinates consumer’s choice when buying.
Images from www.chileanfreshfruit.com*
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6. Which is the best color tone for each food group?
The color choice was realized by visual comparison between the chosen colors and high quality images of fruits and vegetables with healthy and tasty characteristics. The choice was done with natural day light.
This development considered peoples sensorial appreciation over food. This is necessary because color and appearance determinates consumer’s choice when buying.
The color tone is the one which more represents the chromatic atmosphere associated with the images of fruit and vegetable.
04. Proposal 6. Which is the best color tone for each food group?
Images from www.chileanfreshfruit.com*
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04. Proposal 6. Which is the best color tone for each food group?
The color choice was realized by visual comparison between the chosen colors and high quality images of fruits and vegetables with healthy and tasty characteristics. The choice was done with natural day light.
This development considered peoples sensorial appreciation over food. This is necessary because color and appearance determinates consumer’s choice when buying.
The color tone is the one which more represents the chromatic atmosphere associated with the images of fruit and vegetable.
It is also considered a harmonic relationship between brightness and saturation so the 5 colors are seen as a related group.
Images from www.chileanfreshfruit.com*
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6. Which is the best color tone for each food group? 04. Proposal
Yellow / Orange
04. Proposal
Yellow / Orange
Colors already in use
04. Proposal
Yellow / Orange
Colors already in use
This color choice was based by choosing a color hue in between yellow and orange.
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04. Proposal
Yellow / Orange
Colors already in use
Proposed Color
7406 CPantone Solid Coated
C: 0 M: 17 Y: 100 K: 0
R: 235 G: 183 B: 0
HTML: EBB700
Name of the color hue: Yellow 60%
04. Proposal
30%
04. Proposal
Red
04. Proposal
Red
Colors already in use
04. Proposal
Red
Colors already in use
Proposed Color
186 CPantone Solid CoatedR: 198 G: 12 B: 48
C: 0 M: 100 Y: 75 K: 4
HTML: C60C30
04. Proposal
Name of the color hue: Red 60%
30%
04. Proposal
Blue / Purple / Violet
04. Proposal
Colors already in use
Blue / Purple / Violet
04. Proposal
Blue / Purple / Violet
For this case the blue hue was not considered because of its absence in the majority of fruits and vegetables. The chosen color is in between the darkest tone of purple and a more reddish looking one, both present in this food group.
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04. Proposal
Blue / Purple / Violet
Proposed Color
261 CPantone Solid Coated
HTML: 5A245A
R: 90 G: 36 B: 90
C: 62 M: 98 Y: 9 K: 45
04. Proposal
Name of the color hue: Purple 60% 30%
60% 30%
04. Proposal
Green
04. Proposal
Colors already in use
Green
04. Proposal
Proposed Color
369 C Pantone Bridge
HTML: 58A618
Colors already in use
Green
R: 88 G: 166 B: 24
C: 67 M: 0 Y: 98 K: 5
04. Proposal
Name of the color hue: Green 60% 30%
60% 30%
04. Proposal
White
04. Proposal
Colors already in use
White
The hue chosen is a middle one which is visible over white paper for printed graphics and maintains an attractive, clean and healthy look.
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04. Proposal
Colors already in use
White
04. Propuesta
Proposed Color
Cool Gray 1CPantone Solid Coated
C: 3 M: 2 Y: 4 K: 5
04. Proposal
Colors already in use
White
R: 224 G: 225 B: 221
HTML: E0E1DD
04. Proposal
Name of the color hue: White 60%
30%
04. Proposal
Complete Color Palette
05. Conclusion
The lack of specialized consultancy in the diffusion and making of graphic material for the program has created problems not only in the design but also in the production. This happens because there are no technique guidelines that allow a homogeneous proposal in color choices and their relation with the food recommended. As a result the message efficiency decreases.
05. Conclusion
The lack of specialized consultancy in the diffusion and making of graphic material for the program has created problems not only in the design but also in the production. This happens because there are no technique guidelines that allow a homogeneous proposal in color choices and their relation with the food recommended. As a result the message efficiency decreases.
It is recommended to use 5 colors identified with the same names and with their codes (Pantone, CMYK, RGB y HTML) shown in the proposed Color Palette. Using these codes the reproduction will be faithful and accurate in printed and digital products. With this method of color coherence the recommended fruit groups are associated and reminded by the consumer.
05. Conclusion
The lack of specialized consultancy in the diffusion and making of graphic material for the program has created problems not only in the design but also in the production. This happens because there are no technique guidelines that allow a homogeneous proposal in color choices and their relation with the food recommended. As a result the message efficiency decreases.
It is recommended to use 5 colors identified with the same names and with their codes (Pantone, CMYK, RGB y HTML) shown in the proposed Color Palette. Using these codes the reproduction will be faithful and accurate in printed and digital products. With this method of color coherence the recommended fruit groups are associated and reminded by the consumer.
It has been detected that the consumer is able to deduce the taste of a food by their chromatic aspect rather than by their written information. This is why the choice of the 5 colors used in each group must have direct relation with the foods natural appearance, taste and healthy look.
06. Further Research
1. Is it possible to establish a sensorial relationship between flavor, texture and smell of fruits and vegetables and their proposed group color?
06. Further Research
1. Is it possible to establish a sensorial relationship between flavor, texture and smell of fruits and vegetables and their proposed group color?
Focus group and other tests will be done with consumers to verify the right election of the 5 proposed colors and it´s coincidence and accordance in their sensorial experience with the fruits and vegetables they represent. The objective is to adjust the proposal so it is accepted by the majority as colors with the most synesthesia and chromatic coincidence with nutritional, health and taste concepts.
06.Further Research
1. Is it possible to establish a sensorial relationship between flavor, texture and smell of fruits and vegetables and their proposed group color?
Focus group and other tests will be done with consumers to verify the right election of the 5 proposed colors and it´s coincidence and accordance in their sensorial experience with the fruits and vegetables they represent. The objective is to adjust the proposal so it is accepted by the majority as colors with the most synesthesia and chromatic coincidence with nutritional, health and taste concepts.
2 How is the visual relationship between the 5 main colors and the other graphic elements used in the program?
06.Further Research
1. Is it possible to establish a sensorial relationship between flavor, texture and smell of fruits and vegetables and their proposed group color?
Focus group and other tests will be done with consumers to verify the right election of the 5 proposed colors and it´s coincidence and accordance in their sensorial experience with the fruits and vegetables they represent. The objective is to adjust the proposal so it is accepted by the majority as colors with the most synesthesia and chromatic coincidence with nutritional, health and taste concepts.
2 How is the visual relationship between the 5 main colors and the other graphic elements used in the program?
The analysis of backgrounds, textures, photographs, illustrations, fonts and other elements in printed and digital documents will enable the elaboration of special norms of color and other elements application. This will highlight the five main colors and their message separating them from other secondary colors and elements.
María Rosa Domper [email protected]
Estudios del ColorEscuela de DiseñoPontificia Universidad Católica de Chile
Paz Cox [email protected]
ACKNOWLEDGMENTS
Special thank to Mrs. Isabel Zacharias, nutritionist of the Institute of Nutrition and Food Technology (INTA), developer of the “5 a day Chile” and Mrs. Alejandra Domper, INTA food engineer, for their cooperation
and generosity in providing materials and information.
Images were courtesy of ASOEX (Exporters Association of Chile A.G.)
Presentation Design by Josefina Barros & Consuelo Iglesias