I colori specifici possono identificare un marchio, fornire informazioni sul prodotto, provocare reazioni emotive. Spesso nel PAckaging i colori denotano categorie di prodotto, significati culturali ed associazioni emotive. Di tutti gli strumenti a disposizione del designer, il colore è quello che più di altri espone al rischio di errori.
ROSSO
affettivo: passione, calore, amore, energia
Categoria di prodotto: manzo, carne.
ARANCIO
affettivo: gioia, creatività
Categoria di prodotto: aroma all’arancia
GIALLO
affettivo: felicità
Categoria di prodotto: pollo, aroma alla banana
VERDE
affettivo: freschezza, naturalezza, fertilità
Categoria di prodotto: vegetale/biologico, lie, mentolo
BLU
affettivo: freschezza, calma, mascolinità, fiducia
Categoria di prodotto: pesce, basso contenuto calorico, menta piterita
VIOLA
affettivo: lusso, ricchezza, fantasia,idillio
Categoria di prodotto: prodotti di lusso
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