It can be seen through the uniqueness of shape and difference of graphics to that of the ones that are existing.
LIDS
The colour of the lids was used to distinguish between a fruit, dessert flavouring (lime green) and if it’s dinner/lunch mixture (soft yellow). This is a different approach to the existing market as Heinz uses colour in terms of food preference towards age although all foods can be eaten by above a 4 month old baby. It was decided that a 2 lid system makes it easier to distinguish rather than concentrating on reading the label to see the combination.
Choosing colour for each lid, it was decided that choosing the pastille and tone down, non primary colours for the lids was different to the existing markets using the bold, punchy primary colour palette.
It was thought that using a more sophisticated and soft mother like colours would enhance reliability rather than the brand name. Also it seems that the primary colours are more a child’s choice for toys but this food is aiming for the older women to purchase, it should be a colour eeflecting them.
The pastel palette reflects the gentle and delicate feel that they want for their child whilst having nutritious benefits and freshness of food. The colour choice adds value and quality, a somewhat sophistication to baby food.
Why the colour SOFT YELLOW?
For the lunch and dinner originally the colour red was considered but it was seen when actual food colours were put in the jar, the lid drained out the foods delicacy creating a bad representation hence hesitance in buying. So yellow was able to brighten up the darkness of the food, lifting the weight that the red posed on the food making it attractive to eat.
Why the colour LIME GREEN?
The lime green reflects the fruity sweet desserts that the jar contains. When this colour was put with the different food combinations it was seen to complement the food. With the use of these colours it attracts more attention and appeal, catering for a more sophisticated and reliable market.
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