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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




Detecting the 5 main colors Eyedropper tool, Indesign /Pantone encodeColor measured Colorcue 2 /Pantone Coated 2005Natural midday light northwest exposure.

02. Methodology




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?


2005


2005

2006


2005

2006

2007


2005

2006

2007

2008


2005

2006

2007

2008

20052009


2005

2006

2007

2008

2009

20052010


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


Lemon Pineapple Papaya Banana

Peach Apricot Orange Melon


Red

Strawberries Apple Raspberries

Cherries Red PepperChili Tomato Watermelon

Blue / Purple / Violet


BeetsBlackberriesCabbageBlueberriesGrapes

Green


Apple Tuna Custard ApplePear Lettuce Celery Avocado Artichokes


White

GarlicChivesLeeksOnionsMushroomsCauliflower

03. Analysis 3. Do they always use the same color tone for every food group?

03. Analysis

Yellow / Orange


12 tones from yellow to orange hue.

03. Analysis

Yellow / Orange

Red


12 tonesfrom yellow to orange hue.

9 tonesof the same hue of red.

03. Analysis

Yellow / Orange

Red





12 tonesfrom blue to purple hue.

03. Analysis

Yellow / Orange

Green

Red






16 tones of the same hue of green.


03. Analysis

Yellow / Orange

Green

Red


White





8 tones of different hue of whites, greys & pastels.



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


YELLOW / ORANGE

RED


YELLOW / ORANGE

RED

BLUE / PURPULE / VIOLET


YELLOW / ORANGE

RED


GREEN


YELLOW / ORANGE

RED


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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This development considered peoples sensorial appreciation over food. This is necessary because color and appearance determinates consumer’s choice when buying.


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6. Which is the best color tone for each food group?



The color tone is the one which more represents the chromatic atmosphere associated with the images of fruit and vegetable.



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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.


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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


This color choice was based by choosing a color hue in between yellow and orange.

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04. Proposal

Yellow / Orange


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


04. Proposal

Red


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


04. Proposal



04. Proposal


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


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


Green

04. Proposal

Proposed Color

369 C Pantone Bridge

HTML: 58A618


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


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


White

04. Propuesta

Proposed Color

Cool Gray 1CPantone Solid Coated

C: 3 M: 2 Y: 4 K: 5

04. Proposal


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


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


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


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



2 How is the visual relationship between the 5 main colors and the other graphic elements used in the program?

06.Further Research



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

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