Blue packaging boosts food sales amongst health conscious consumers

In a sample survey of approximately 100 people, OKI Printing Solutions found that 76 per cent of respondents believed blue packaged products to be a healthier option than alternative (yet equally low fat) brands.

Participants were presented with two brands of breakfast cereal, orange juice and yoghurt drink, and were asked to choose between the blue branded product or a generally colorful product.

Color psychologist Angela Wright says companies keen to promote the low fat content of their food would be wise to use blue in the packaging: "The 76 per cent agreement rate comes as no surprise to me. Blue is not a natural food color, however it can be wisely used in the marketing of low fat foods as it encourages people to eat less. Blue is the color of the mind and evokes a sense of responsibility, tending to encourage us to be on our best behavior so unconsciously consumers believe the product is lower in fat than other brands."

Blue is also a key color for producers who want to emphasize the freshness of the product, as it conveys messages of hygienic efficiency and reliability.

Additionally, orange is a popular color in food promotion and packaging across Europe, from brands such as Uncle Ben's to Jacob's Crackers. It evokes associations with food, warmth, sensual enjoyment and abundance - disposing consumers to feel hungry and indulge themselves - encouraging them to buy more.

Food manufacturers can apply color psychology to increase the appeal of foods, or make buyers feel hungrier, but other businesses can also apply color psychology to maximize their sales. Using eye-catching and colorful communications printed in-house is a cost effective and easy way to inject color into point of sale materials such as posters, 1.2m length banners and A5 flyers.

John Ross, general manager Oki Printing Solutions Middle East, says: "At OKI Printing Solutions we want organizations to understand the value and importance that using color effectively can bring to their business. Color should be considered at every step - in branding, packaging and sales promotions. By applying color psychology techniques and our affordable, award winning printing solutions businesses can achieve real standout and enhance sales."

Angela Wright's Colour Affects Theory proves that human responses to color can be predicted regardless of nationality, age, culture or gender. As a result, businesses, organizations and individuals can, for the first time, use a proven scientific method to influence human reactions so that they can achieve their desired outcome.