Introduction:
In today's visually-oriented world, where social media platforms like Instagram and TikTok thrive, strategic color choices have become increasingly crucial for effective marketing. This holds particularly true in the food industry, as consumers seek visually appetizing options when making their choices.
McDonald's: Red and Yellow for Appetizing Appeal:
McDonald's iconic logo, featuring the colors red and yellow, exemplifies the power of color in food branding. Red, known for triggering appetite, and yellow, associated with happiness, create an enticing visual combination. These colors effectively communicate the ripeness and sweetness of natural foods, captivating consumers.
Freshii: Green for Health and Natural Appeal:
Freshii, a health-conscious food company, leverages the color green in its branding. In the food sector, the colour green, which is frequently related to sustainability and organic attributes, has come to represent health and well-being.This color choice aligns with consumer preferences for nutritious and wholesome options.
Understanding Color Congruity:
Research demonstrates that appropriately chosen colors can instantly enhance a brand's value and desired image. For functional products, functional colors are deemed suitable, while sensory-social products benefit from sensory-social colors. By aligning colors with brand positioning, companies can establish greater resonance with their target audiences.
Exploring Additional Color Associations:
Colors such as blue and orange also hold significant connotations in food branding. Blue, being rare in natural foods, retains a unique allure and can elicit curiosity and interest. Orange, associated with satisfaction and energy, evokes vitality year-round.
Conclusion:
The use of color in food branding is a powerful tool for conveying messages, creating brand meaning, and attracting consumers. McDonald's and Freshii serve as compelling examples of how strategic color choices can influence consumer perceptions. By understanding the impact of colors and their congruity with brand positioning, businesses can effectively engage and resonate with their target audiences.
References:
Freshii HQ. (2021). Freshii. Freshii.com. https://www.freshii.com/ca/en-ca/about
Storey, D. (2022, December 6). Food and Color: What Does It All Mean? TraceGains. https://tracegains.com/blog/food-and-color-what-does-it-all-mean/
Photo credit:
https://www.insider.com/facts-you-never-knew-about-mcdonalds-2018-6
Lester, Paul (2020), Visual Communication Images with Messages
https://en.wikipedia.org/wiki/Color_wheel
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