CFrench Paper CompanyA paper promotion for Pop-Tone

jjjjjjjjjjjjjj CO

LOR O

FCO

NSUM

ERIS

M jjjjjjjjjjjjjj

colo

r and

vis

ual l

angu

age

consumeconsume

consumeconsume

consumeconsume

01

0302

03

0504

COLOR OF CONSUMERISM

05

All rights reserved. No part of this book may be reproduced in any form without written

permission of the copyright owners. All images in this book have been reproduced with the

knowledge and prior consent of the designer’s concern, and no responsibility is accepted by

producer, publisher, or printer for any infringement of copyright or otherwise.

Every effort has been made to ensure that credits accurately comply with information

supplied. The color swatches contained in this book are as accurate as possible. However,

due to the nature of the four-color printing, process, slight variations can occur due to ink

balancing on press. Every effort has been made to minimize these variations.

COPYRIGHT

This book is printed on French Paper

Copyright © 2010 by Amber Tu

1

2

04

COLOR OF CONSUMERISM

0706

This books is dedicated to my Mother, Father & Sister

01 Introduction to Color

02 Red - Wild Cherry

03 Yellow - Lemon Drop

04 Green - Gumdrop Green

05 Orange - Orange Fizz

07

This books is dedicated to my Mother, Father & Sister

08

Table of ContentsAmount Per ServingPages in total 40

% Daily Values*Chapter 1• Be Prepared to Stop• Coca Cola• Vitamin D Milk• Campbell’s Soup

Vitamin A 10%Calcium 30%

• Vitamin C 4%• Iron 0%

* Percent Daily Value are based on a 2000 calorie diet. Your daily values may be higher or lower depending on your calorie needs.

11-1213-14

Chapter 2• Low Price• Easy Cheese

19-2021-22

Chapter 3• Buy Now Low Price• Heineken

23-2425-26

• Healthy ChoiceChapter 4• Out of Stock• For Sale• Tillamook

27-28

29-3031-3233-34

15-1617-18

09

08

COMPANY AND PAPERLINE INFORMATION

French Paper Company is an American

Paper Mill based in Niles, Michigan. It

was founded in 1871. The Paper Company

produces specialty products. The company

is located along the St. Joseph river and

uses electricity from a Hydroelectric power

plant next to the Michigan dam.

Prime importance is based on offering

recycled and alternative fiber products to

their customers. Through using recycled

paper they reduce solid waste disposal

burden and lessen landfill dependency. By

purchasing recycled paper, the consumer

not only help close the recycling loop, they

support the longer term benefits of resource

conservation. All of their recycled papers

meet the 1999 standards of the United

States Executive Order for recycled printing

and writing papers. Environment papers are

made with recycled fiber, including colors

that are 100% post consumer, two that are

FSC certified, and two with sugar cane fiber.

All of the brands in the French Paper lines

include recycled colors made with 60% post

consumer recycled fibers.

09

1

2

In 1922, Frank French built French Paper

Company’s electric generator next to a mill

on the St. Joseph River. Since that time,

they’ve produced 100% of the electricity

required to make each of their papers. This

clean, renewable energy source was called

Green Power back then. Unlike other paper

compaies, they don’t buy “Green Credits”

from power companies to improve their PR.

Instead, environmentalism is just another

great French family tradition.

French Paper stands apart in the paper

industry as one of the country’s smallest and

most innovative indeoendednt paper mill.

In the industry where designers promote

the value of brand recognition, paper mills

across America are being brought and sold

by corporate conglomerates and changing

their names dast than you can discard their

old swatch books. French Paper Company

has been our name for five generations and

over 134 years. They stick to what they do

best, by making the finest paper.

3

4

WILD CHERRY: 70T 65C 100C

LEMON DROP: 70T 65C 100C

GUMDROP GREEN: 70T 65C 100C

ORANGE FIZZ: 70T 65C 100C

10

11

Rays of light vibrate at different speed. The sensation of color, which happens in our brains, is a result of our vision’s response to these different wavelengths. When taken together, the various rays our eyes can distinguish are called the visible spectrum. This fairly narrow range of colors includes red, orange, yellow, green, blue, indigo and violet. Color is derived from light, either natural or artificial. With little light, little or no color is present. With a lot of light comes a lot of color.TH

E C

ON

SUM

PTIO

N O

F C

OLO

R

12 13

13

14

_01//

15

_01//

RED

15

16 Red sets the pituitary gland going at a

rapid pace. Any design in red takes on a

persona that is passionate and provocative.

Aggressive in nature, it commands attention

and demands action. The color is equally

seductive in the marketplace. Deepen the

red tones to shades of burgundy and they

still maintain the inherent excitement of

the “mother” color but are more subdued.

Consumers respond well to wine tones.

They see them as rich, refined, expensive

as well as more authoritative, mature, lush,

opulent, and elegant than a vibrant red. The

result: the color burgundy is an excellent

choice to apply to upscale products.

Coca Cola has its own way of packaging

such as can, plastic bottles, glass bottles etc.

This means that Coca Cola has deve.loped

enough variety within is product packaging

range to meet the various demands of its

consumers. Due to the high caffeine level

and the distinct taste and brand image,

the customer loyalty for Coke is very high.

Currently, Coke is perceived as the most

premium product within the cola industry.

Coca Cola has the largest market share in

the soft drinks industry around the world.

As a result of this popularity Coke is to

generate high profits which it is able to

spend on advertising and development for

the purposes of increasing.

1 2

An average of 100,000 cans of Coca Cola is produced per day. The beverage products from raw ingredients to finished products is ready for shipping and market consumption.

17

llllllllllllllllllll gg17

coupon1

99SALE

Limit 3

Sale Sun. 3/15Thru Sat. 3/21/10

Vitamin D

Milk

When shoppers put themselves behind

a shopping cart, the world changes. They

become an active consumer, moving

through environments that have been

made for them such as the supermarket,

discount stores, warehouse clubs and home

centers. During an average store visit, about

thirty thousand differeny products fight

to win their attention and ultimately to

make consumer believe in their promise.

Succesful marketers understand that, for

the consumer, the package is the product.

The key challenge to any designer is turning

a package into a powerful selling tool that

achieves a competitive advantage. This is

why investment in packaging continues

to increase each year and why package

planning recieves top priority among more

and more companies. Packages are an

inescapable part of modern day life.

The color, photo, dairy, and condition all

contribute to the value of the milk bottle.

Milk carton manufacturing has not changed

dramatically for many years, because

the process is already highly streamlined

and efficient. An increasingly popular

modification to the tradition gable-topped

carton is the addition of a plastic pour

spout, but this requires only minor changes

in the manufacturing process. Consumers

associate certain colors with certain flavors,

and the color of food can influence the

perceived flavor in anything from milk

cartons to daily beverages.

For reasons, food package manufacturers

prefer colorful packages to their products.

Sometimes the aim is to simulate a color

that is perceived by the consumer as

natural, such as the typical milk carton

this day is sometimes associated with red.

Labels are important sources of information

for consumers since they tell the type and

origin of the milk. The label is often the only

resource a buyer has for evaluating the milk

before purchasing it. Certain information

is ordinarily included in the label, such as

the country of origin, quality, flavor of milk,

producer, bottler, or importer.

Producers attempt to make selecting and

purchasing milk easy and non-intimidating

by making their labels playful and inviting.

Because of rapid growth in the economy

and consequent improvement in the

living standards of the common people,

packaging has become important in the

distribution process. As we know color may

be interpreted by consumers in different

ways. Lighting can have a key role in this,

and also depending on what the particuliar

product may be. Packaged food products

may appear more vibrant and appealing

on black shelving as opposed to a standard

white powdercoat usually used at the local

grocery stores or supermarkets.

1 3

2

4

18

mass produced

19

C C C C C C C C C C C C19

consumeconsumeconsumeconsume

consumeconsume

consumeconsume

consumeconsumeconsumeconsume $

consume $consume

consumeconsumeconsumeconsume

consumeconsume

consumeconsume

consumeconsume

consumeconsume

consumeconsume

$$consumeconsume

consume

consumeconsume

$consume

consumeconsumeconsumeconsume

consumeconsume

consumeconsume

consumeconsume

_02//

20

Consumerism is in a way the more human aspect of business and companies and businesses consider consumers along with their employees as the essential ‘people elements’ of their endeavor. Yet consumerism can have its other meanings and represent a culture of buying, highlight the virtues and vices of a materialistic society and emphasize on the importance of globalized business environment. Companies have to keep their consumers happy and develop and sell new products based on consumer needs. The needs of the consumers and the needs of businesses however seem to be circular as companies create needs of consumers and consumers also project their needs to businesses suggesting a relationship.

_02//

21

Occipital lobe

Lunate Suicus

Longitudinal Tissue

Parietal Lobe

Postcentral Suicus

Central Suicus

Middle Frontal Gyrus

Superior Frontal Gyrus

Frontal Lobe

Dendrite

Cell Body Soma

Axon Nerve Fiber

22

Single photoreceptors transmit no

information about the wavelengths of the

photons that they absorb. Our ability to

perceive color depends upon comparisons

of the outputs of the three cone types,

each with different spectral sensitivity.

These comparisons are made by the neural

circuitry of the retina. The retina contains

millions of specialized photoreceptor cells

known as rods and cones. Within these

receptors are membranes. The membranes

contain visual pigments that absorb light

and undergo chemical changes that trigger

an electrical signal. The visual pigments

for both cones and rods are similar in that

they consist of retinene joined at both ends

to retinal proteins called opsins. Rhodopsin

is the retinal protein that is found in the

rod cells in the eye. The three types of cone

cells contain slightly different opsins, which

form the basis for color vision.

Humans have three different types of

cones with photo-pigments that sense three

different portions of the spectrum. Each cone

is tuned to perceive primarily wavelengths

middle or wavelengths, referred to as L-,

M-, and S- cones respectively. The peak

sensitivities are provided by three different

photo-pigments. Light at any wavelength

in the visual spectrum (ranging from 400

to 700 nm) will excite one or more of these

three types of sensors. Our mind determines

the color by comparing the different signals

each cone senses. Colorblindness results

when either one photo-pigment is missing,

or two happen to be the same. There is

a variation among people with full color

vision. Could the faint variations of color

perceptions among people with full color

vision account for differences in taste?

1 2

23

23

Items purchased may be returned to any of our stores within 30 days of purchase for exchange or refund. With original receipt, items will be returned for the full purchase price and refunds will be issued in the original method of payment. Without original receipt, items will be returned at the lowest advertised price and refunds will be issued as store credit to a card. For any return, you will be asked for a valid photo identification. We reserve the right to limit or refuse a refund.

The wavelength of the light determines the

percieved color. Some specific sources vary

these ranges drastically, and the boundaries

of them are somewhat approximate as

they blend into each other. The edges of

the visible light spectrum blend into the

ultraviolet and infrared levels of radiation.

Most light that we interact with us is in the

form of white light, which contains many or

all of these wavelength ranges within them.

Shinning white light through a prism causes

the wavelengths to bend at slightly different

angles due to optical refraction. The

resulting light is, therefore, split across the

visible color spectrum. This is what causes a

rainbow, with airborn water particles acting

as the refractive medium.

Colors

Red

Yellow

Green

Orange

Wavelength Frequency

625 — 740 nm 480 — 405 THz

590 — 625 nm 510 — 480 THz

565 — 590 nm 530 — 510 THz

500 — 565 nm 600 — 530 THz

1

Blue Cone

Ret

inal

Res

pons

e (p

erce

nt m

axim

um)

RodGreenCone

RedCone

100

75

25

50

0

380 nm 600 nm

450 nm

500 nm

550 nm 650 nm

700 nm

750 nm

800 nm

Wavelength of Light (nm)

Yellow is the color evoked by light that

stimulates both the L and M (long and

medium wavelength) cone cells of the

retina about equally, with no significant

stimulation of the S (short-wavelength)

cone cells. Light with a wavelength of

570–580 nm is yellow, as is light with a

suitable mixture of somewhat longer and

shorter wavelengths. Yellow’s traditional

RYB complementary color is purple, violet,

or indigo, while its colorimetrically defined

complementary color in both RGB and

CMYK color spaces is blue. Hunt defines that

“two colors are complementary when it is

possible to reproduce the tristimulus values

of a specified achromatic stimulus by an

additive mixture of these two stimuli.” That

is, when two colored lights can be mixed

to match a specified white (achromatic,

non-colored) light, the colors of those two

lights are complementary. This definition,

however, does not constrain what version

of white will be specified. In the nineteenth

century, the scientists Grassmann and

Helmholtz did experiments in which they

concluded that finding a good complement

for spectral yellow was difficult, but that the

result was indigo, that is, a wavelength that

today’s color scientists would call violet.

Helmholtz says “Yellow and indigo blue”

are complements. Grassman reconstructs

Newton’s category boundaries in terms

of wavelengths and says “This indigo

therefore falls within the limits of color

between which, according to Helmholtz,

the complementary colors of yellow lie.”

Newton’s own color circle has yellow directly

opposite the boundary between indigo and

violet. These results, that the complement

of yellow is a wavelength shorter than

450 nm, are derivable from the modern CIE

1931 system of colorimetry if it is assumed

that the yellow is about 580 nm or shorter

wavelength, and the specified white is the

color of a blackbody radiator of temperature

2800 K or lower (that is, the white of an

ordinary incandescent light bulb). More

typically, with a daylight-colored or around

5000 to 6000 K white, the complement of

yellow will be in the blue wavelength range,

which is the standard modern answer for

the complement of yellow.

1

CO

NSU

MER

PSYCH

OLO

GY

24 25

jjjjjjjjjjjjjj

25

jjjjjjjjjjjjjjTH

E VIS

IBLE

SPEC

TRUM

26

_03//

27

_03//

D

D

pupil

lens

iris

sclera

retina

optic nerve

cornea

27

The term consumerism seems to have both positive and negative connotations as consumerism could mean a culture of possessions and glorification of materialism. Consumerism could however also mean progressively more consumption of goods and products that could benefit the economy and the markets with a heightened buying culture among people although consumerism could also mean the entire gamut of marketing and business activities that finally lead to the buying of products by consumers.

28

The human eye has a lens and iris

diaphragm that work much like a camera.

The optics of the eye project an upside-

down image of those objects on the rear,

inner surface of the eyeball (the retina).

There, a dense carpet of light-sensitive

photoreceptors converts light (photons) into

electro-chemical signals, which are then

processed by neural circuits in the retina

and transmitted to the brain. The rods,

which are more numerous than cones, are

responsible for our vision in dim light but

don’t function in bright light. Rods account

for our night vision but cannot distinguish

color. Our eyes are very sensitive at night,

but we don’t see well straight in front of

us. Cones are active at high light levels and

allow us to see color and fine detail directly

in front of us. They can adapt to widely

varying colors and illumination levels, but

don’t work well in low light. Our peripheral

vision is very good at detecting movement

in a wide variety of illumination levels but is

poor at low-resolution images and provides

very little color information. Color is a

property of objects that our minds create -

an interpretation. This interpretation helps

us acquire knowledge about the properties

of surfaces. To construct those colors, our

subconscious mind analyzes ratios of the

signals from photoreceptors in the retina.

The eye perceive color when the different

wavelengths composing white light are

selectively interfered with by matter

(absorbed, reflected, refracted, scattered,

or diffracted) on their way to our eyes, or

when a non-white distribution of light has

been emitted. We can detect the range of

light spectrum from about 400 nanometers

(violet) to about 700 nanometers (red). We

perceive this range of light wavelengths

as a smoothly varying rainbow of colors,

otherwise known as the visual spectrum.

Visible light is merely a small part of the full

electromagnetic spectrum, which extends

from cosmic rays at the highest energies

down through the middle range (gamma

rays, X-rays, the ultraviolet, the visible,

the infrared, and radio waves) all the way

to induction-heating and electric-power-

transmission frequencies at the lowest

energies. Note that this is the energy per

quantum (photon if in the visible range) but

not the total energy; the latter is a function

of the intensity in a beam. ight from external

objects enters the eye through the pupil. The

human eye has a lens and iris diaphragm

that work much like a camera. The optics

of the eye project an upside-down image of

those objects on the rear, inner surface of the

eyeball (the retina). There, a dense carpet of

light-sensitive photoreceptors converts light

(photons) into electro-chemical signals,

which are then processed by neural circuits

in the retina and transmitted to the brain.

1 2

29

29

Soothing, nature, refreshing, fresh, healing green is at the center of the spectrum and offers the widest range of choices and is the most restful to the eye. "Mother" blue green always elicits pleasant responses representing the best qualities. Combined with white, blue-green is cool and clean with an underlying element of warmth as if you are floating in warm, tropical waters with the sun shining down so you can see the ocean floor below. Blue-greens and aquas are first-rate choices for packaging or the colors for personal hygiene products or beauty products as they are flattering to every skin color. Associated with nature, consumers respond to mint greens (refreshing and fresh), bright greens (grass, first buds of spring, and renewal), emerald greens (elegant), and deep greens (stately tall pines, refreshing scents, and the silence of the forest, money, prestige, security, feeling safe). Trustworthy deep green is an excellent choice for promoting banks, lending institutions, and other businesses where prestige and/or security are considerations. Yellow-greens relate well to gardening/floral motifs. However, vivid yellow-green is associated with nausea and illness. Kids and adolescents love bright yellow-green simply because adults hate it making it a good selection for kid or adolescent related products or services. Although chartreuse is trendy, it does get people's attention and works very well in capturing the eye. Olive green is a color that does not rate well unless combined in an interesting, complex way and then only appeals to upscale buyers. If yours is a food industry, use typical vegetable colors; spinach, lettuce, broccoli, etc. Because we are accustomed to those colors, they are not offensive unless you happen to dislike a specific vegetable. Use vegetable greens for food service, dining areas, or packaging "healthy" foods. Seafoam greens are non-invasive, cooling, and calming to consumers.

30

Advertising is a form of communication that includes the name of the product or service and how that product or service could potentially benefit the consumer. Advertising often attempts to persuade potential customers to purchase or to consume a particular brand of product or service.

Strong shelf presence based on consumer

products is critical in an economy. Effective

packaging increases the product’s likelihood

of being purchased by making it stand out

among other products. But how does a

company figure out what draws consumers’

attention, especially before their product

hits the stores or supermarkets?

Focus groups and are important tools

for gathering consumer opinion, however

research and experience have revealed

that consumers are often unaware of what

specifically draws them to a package. In

contrast, eye movements provide accurate

and objective insight into the minds of the

shoppers and help determine what visually

attracts a consumer for purchase.

Multiple packaging concepts are usually

developed before one is selected. Knowing

which design is more likely to attract

attention could better inform the final

selection that eventually appears on retail

shelves. According to Aga Bojko, User

Centric’s Chief Scientist and eye tracking

expert, “Eye tracking is a critical tool for

understanding which package designs will

move product, and which will not. First,

we want to determine how noticeable the

product is among other products on the

shelf. Second, we want to identify which

elements of that specific design attract the

most attention and entice the consumer to

buy, and which elements are missed.”

The characteristics of a typical consumer

allows vendors to identify unmet demand,

coordinate among markets, and develop

more strategic plans. Understanding what

reasons motivate individuals to purchase

goods from farmers' markets can guide

marketing efforts. For example, if consumers

choose to purchase produce from a farmers'

market because of a desire for local and

fresh foods, then markets could emphasize

these aspects in consumer outreach. The

research reported here also found that

markets tend to draw customers from their

specific geographic areas.

Advertising methods, such as prominent

road signs, work well with local residents—

serving as an instant reminder of the

market to those passing by. Based on these

findings, markets should redouble efforts to

improve road signage and reconsider more

expensive however less effective advertising

venues. Extension professionals are to help

develop portfolios of eye-catching signs to

help markets with signage design.

1

2

3

4

5

31

PSYCHOLOGICAL PERSPECTIVES ON THE STUDY OF THE CONSUMER

33

_04//

32

33 BUYNOW

SAVE1.99

SALE

GET 1

SALE!LOW

PRICESGUARANTEE

$

SALE SA

$$$

FREEBUY 1 COUPON

50%

_04//

FREE

34

FOR SALEFOR SALEFOR SALEFOR SALE

FOR

SA

LEFO

R S

ALE

FOR

SA

LEFO

R S

ALE

FOR

SA

LEFO

R S

ALE

FOR

SA

LE

FOR SALEFOR SALEFOR SALEFOR SALE FO

R SA

LEFO

R SA

LEFO

R SA

LEFO

R SA

LE

FOR

SALE

FOR

SALE

FOR

SALE

1 Shades of colors lend themselves well

to fit different types of products. Peach,

apricot, coral, and melon are pleasing to

the eye and are outstanding choices for

the upscale, affluent markets. These colors

are nurturing, approachable, tactile colors

that people want to reach out to touch or

taste making them first-rate choices for

healthcare products, dining areas, food

services, or food packaging. Other first-class

uses of these colors are makeup salons,

beauty spas, and in beauty products and/or

packaging. Consumers rely on signals, both

extrinsic and intrinsic attributes, to solve

their asymmetric information problem

regarding product quality. In this study an

experiment is designed to evaluate how

consumers assess quality perception in

terms of specific product characteristics,

namely colors and shapes in product labels.

According to the cue consistency theory,

the prediction is that multiple sources of

information are more useful when they

provide corroborating information than

when they offer disparate conclusions. In

this sense, particular colors and shapes

combinations which are consistent are

expected to enhance consumers´ product

perception, while other combinations that

are inconsistent will decrease it.

The hottest temperature of all colors,

orange is glowing, vital, and high arousal

that is associated with autumn’s shimmering

foliage or radiant shadings of sunset. In its

most vivid intensity, it is a color not taken

seriously because it then becomes playful,

expressive, happy, and childlike. When used

in graphic applications, it becomes comedic

and cartoon-like so it is not a good choice

if you want to convey a serious message.

More subtle tones of orange radiate warmth

and vitality. These shades lend themselves

well to “ethnic” Mexican or Indian themes

or products. Peach, apricot, coral, and melon

are pleasing to the eye and are outstanding

choices for the upscale, affluent markets.

These colors are nurturing, approachable,

tactile colors that people want to reach out

to touch or taste making them first-rate

choices for healthcare products, dining

areas, food services, or food packaging.

Other first-class uses of these colors are

makeup salons, beauty spas, and in beauty

products and/or packaging.

2 35

35 SalePrice

REGISTER REWARDS*Good on Next Purchase

LikePaying

$1 2/$42/$ 5 - =

1 Most of us like to think that we are rational

and thinkers. We believe that we have a good

enough reason for our choices. However, we

often erroneously buy products succumbing

to compulsion. Consumerism is defined as

the tendency of people to identify strongly

with products are consumed, particularly of

name brands and status-enhancing appeal.

Then, how does the power of consumerism

win over our rationality? In this situation,

we pretend to regard the primary cause of

impulse consumerism is the commercial

seductions. The truth, however, is that the

shopping indulgences does not originate

from a manipulation of the commercial

advertisements, but rather a biological and

psychological drive planted in every one of

us. The biological and psychological drives

for our consumerism are evidenced by: in

order to show off, to get rid of stress, and to

follow the fashion. It is a well-known fact

that color influences mood and feeling in

common experience, however, the field of

color psychology is still not well understood.

Research on the psychological aspects of

color is difficult for the mere reason that

human emotions are not very stable and

the psychic make-up of human beings

varies from person to person.

The task is to identify a consumer’s needs

and wants then accurately, help to develop

products and services that will satisfy them.

For marketing to be successful, it is not

sufficient to merely discover what customers

require, but to find out why it is required.

Only by gaining a deep and comprehensive

understanding of buyer behaviour can

marketing’s goals be realised. Such an

understanding of buyer behaviour works to

the mutual advantage of the consumer and

marketer, allowing the marketer to become

better equipped to satisfy the consumer’s

needs efficiently and establish a loyal

group of customers with positive attitudes

towards the company’s products. Consumer

behaviour can be formally defined as: the

acts of individuals directly involved in

obtaining and using economic goods and

services, including the decision processes

that precede and determine these acts. The

underlying concepts of this chapter form a

system in which the individual consumer is

the core, surrounded by an immediate and a

wider environment that influences his or her

goals. These goals are ultimately satisfied

by passing through a number of problem-

solving stages leading to purchase decisions.

The study and practice of marketing draws

on a great many sources that contribute

theory, information, inspiration and advice.

In the past, the main theory of consumer

behaviour has come from psychology.

2

WHY WAIT TILL SUNDAY?EVERYTHING MUST GO!

OUT OF STOCK

PSYCH

OLO

GIC

AL D

RIVES B

EHIN

D C

ON

SUM

ERISM

36 37

37

17-1

815

-16

13-1

429

-30

DUOTONE

Sweet Tooth 70T

Cool White

4-COLOR PROCESS

Warm White

Whip Cream 70T

4-COLOR PROCESS

Warm White

Whip Cream 70T

4-COLOR PROCESS

Warm White

Whip Cream 70T

27-2

8

4-COLOR PROCESS

Warm White

Whip Cream 70T

38

consumeconsume

19-2021-23

PANTONE U-244

Sweet Tooth 70T

Cool White

31-3233-34

35-36

DUOTONE

Sweet Tooth 70T

Cool White

4-COLOR PROCESS

Warm White

Whip Cream 70T

4-COLOR PROCESS

Warm White

Whip Cream 70T

4-COLOR PROCESS

Warm White

Whip Cream 70T

39

39

The images in this book were primarily taken in a grocery/supermarket environment to

capture the sense of mass production. The photographs are sequenced following a color

coordination system. My method of shooting was simple, find a product, shoot first and

ask questions later. It seemed to work. I spent enormous amounts of time hanging around

different places waiting for something to happen, especially the way consumers shopped

and how they would prefer one thing over the other. I learned a lot under a tight timeframe.

I then spent some time designing, laying out, and color correcting the book. The modular

design of the book was laid out in the standard book making software Adobe. I used high-

resolution versions of the images to move around the sequence. The book was divided into

four chapters/34 pages and it is printed on Poptone from French Paper. Most of the production

time for this book was spent in color correcting and touching up each image.

PRODUCTION NOTES

1

40

41

Mod-Tone

Seamless, sopisticated patterns to suit your designer tastes

Speckle-Tone

True grit, its the original recycled sheet with flecks

Pattern Paper

Pop ink patterns, perfect for gift wrap and projects

Dur-O-Tone

Rugged, hard working sheets like newsprint and packaging

Smart White

The brightest paper in class with high marks for versatility

Muscle-Tone

Super heavy-weight versions of our best papers that love to box

Parchtone

The world’s first animal free imitation parchment paper

Construction

A sturdy, attractive line suit on a foundation of colors

Clo-Tone

Our brightest appraoch to color let your design ideas shine

Other French Paper Paperlines

4342

43

44

consumeconsume

consumeconsume

consumeconsume