New regulations – from 20 May 2016 – will see all cigarette packaging in the same drab green colour.colour with other standardised features such as opening mechanism and font, and with 60 per cent of the casing covered by text and images showing how smoking affects your health. The decision was made in Parliament on 15 May last year.
They have also been told to get rid of any misleading information from cigarette packs, and have been prevented from using words such as ‘organic’, ‘natural’ or ‘lite’, which could lead consumers to believe there is a healthy smoking option.
Further information can be found in this article in The Independent.
The images shown above are from a similar scheme in Australia.
Interesting article by Ian Johnston in The Independent today about consumer colour choices for second-hand cars in the UK. Bucking the recent preference for silver, black and whit, the top 10 list of colour schemes includes green, beige, yellow and gold – colours that we associate with the 70s.
Please see the original article for further information.
Recently both coca-cola and pepsi have introduced interesting green packaging. To see what Chris Arnold, author of Ethical Marketing & The New Consumer, thinks about this click here.
According to Jon Feagain colour affects brand development in five ways:
It helps boost perception
It attracts attention
It can help to emphasise or conceal information
It can help you appeal to the right audience
It can can help the audience digest information better
I think all of these things are true. However, to make the right decisions a good understanding of colour semiotics is critical in my opinion. Achieving that is easier said than done.
The oil giant BP has again failed in its long-running bid to trademark the colour green in Australia.
The intellectual property watchdog, IP Australia, found BP was unable to show “convincing evidence” that it was indelibly linked in the average petrol consumer’s mind to the dark green shade known as Pantone 348C, a spokeswoman for the government agency said.
BP first tried to register a trademark for the colour in 1991, and until 2013 fought legal battles against another corporate titan, Woolworths, to stake its claim to the colour as the dominant shade for its service stations.
For the full story see http://www.theguardian.com/business/2014/jul/03/bp-loses-battle-to-trademark-the-colour-green-in-australia
Just read a really informative article by David Airey – an independent brand identity designer – about colour and brand identity. In his article David reiterates some ideas I heard from Laura Hussey in Design Week (and recently blogged about); that is that some companies such as Oxfam and The Guardian are rebranding with a rainbow colour palette. As David writes: “Multiple colours speak of choice, variety and diversity. Think Google, NBC, eBay, or MSN to name but a few that use more than two colours to express their breadth.”
However, David’s post goes further to describe some of his own work with Halcyon coffee and the use of a range of different colours: “The colours used within the brand and environment were derived from, and act as a subtle nod towards the diverse colour palette used during Britain’s great creative periods of the past — our Halcyon days, mixed with those we see around us today.” Definitely worth having a read of David’s article
Really great article in Design Week about the importance of colour in branding. Apparently, in a survey of the world’s top 100 brands (defined by brand value) 95 per cent use only one or two colours. However, Laura Hussey puts a convincing case that more colour could be beneficial. She points to companies such as Google and Ebay who use more than one colour in their brand.
And she also refers to some interesting developments with Oxfam and The Guardian who are using a spectrum of colours to represent hope and positivity. It’s well worth reading Laura’s article. You can see it here. You may also be interested in my post of a few weeks ago about Apple’s historical and contemporary use of colour.
We’re starting a new programme at Leeds University next September. It’s MRes Colour Communication. This is a one-year Masters programme by research but with a twist. There is a taught component in the first semester to get everyone up to speed to make sure they understand the basics of colour communication. They then explore one aspect of this in their research project and submit a dissertation at the end of the year. Please contact me at my University email of firstname.lastname@example.org for further information or visit http://www.design.leeds.ac.uk/pg/research-degrees/.
I have written a few times about various legal cases that are on-going to settle disputes about colour ownerships. For example, about 18 months ago I wrote about trademarking colour and the dispute between Cadbury and its competitors over the use of the colour purple (specifically Pantone 2685C) on chocolate packaging and advertising. In that blog I noted that Cadbury had lost a case in the USA against Darrell Lea but had been granted protection in the UK despite protests from Nestlé. The law is a complex matter.
However, today, in the BBC I read that Nestlé has won a court battle with Cadbury, over Cadbury’s attempt to trademark the purple colour of its Dairy Milk bars. This is a successful appeal by Nestlé to the earlier ruling. The Court of Appeal said that Cadbury’s trademark application lacked “the required clarity, precision, self-containment, durability and objectivity to qualify for registration”.
“We are disappointed by this latest decision but it’s important to point out that it does not affect our long held right to protect our distinctive colour purple from others seeking to pass off their products as Cadbury chocolate,” said a Cadbury spokesman. Watch this space!!
I am currently carrying out some research using an on-line questionnaire about colour choices by consumers in product design. It would really help me a lot if you would take the survey. It only takes about 1 minute to complete. The link is http://questionpro.com/t/AKSnxZP9ij. Please feel free to share this link.
In a few weeks when the survey is completed you can come back to this page and you can see more details about what we were doing, why we were doing it, and what we found.