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EXBERRY® Coloring Foods supplier GNT has launched groundbreak- ing research that empowers food and beverage brands to devise tailor-made solutions for the modern market.
The growth of the personalization and customization trends is fueling demand for products that appeal to shoppers on a deeper level. Building on more than 40 years’ experience, GNT has developed ‘The Power of Col- or’ to help brands create coloring solu- tions that will connect with their target consumers.
The research combines consumer psychology and semiotics to deliver unique insights into how color gener- ates meaning across products, brands, and categories, enabling manufac- turers to create powerful stories and stand out in their category.
Maartje Hendrickx, Market Develop- ment Manager at GNT, said “It’s clear that a one-size-fits-all approach to col- or is rapidly becoming outdated. As a service provider, innovation has always been in our DNA and this trailblazing project enables us to help customers find the cutting-edge coloring solu- tions they need to strengthen their market position and reach new audi- ences.”
(Source: GNT)
Building on more than 40 years’ experience, GNT has developed ‘The Power of Color’ to help brands create coloring solutions that will connect with their target consumers.
Created alongside professional se- mioticians, ‘The Power of Color’ ex- plores the many ways in which color sends out messages on a conscious and subconscious level.
For an inside-out perspective, it uses psychology to explore consumer moti- vations. It examines the tensions that drive product and brand choices, such as the desire for pleasurable yet per- missible food and drink.
The second phase uses semiotics to provide an outside-in perspective, showing how color can help to deliver on these motivations and needs.
Color codes and cues create a va- riety of meanings across different cultures, categories, and situations. For example, color can indicate how to navigate situations and guide de- cision-making, as in the case of food nutrition labels. It can also signal personal identity, whether through fashion, cosmetics, or even food and drink. Colors evoke moods and emo- tions, too – red is seen as an energiz- ing shade, for instance, while yellow is associated with joy.
Together, these two perspectives al- low brands to build a comprehensive understanding of how color can be used to cater to different consumer needs and create a compelling narra- tive.
Jill Janssen, GNT’s Power of Color lead, said “Color can send out any number of messages about brands and products. It might signal a mo- ment of blissful escapism, tell stories about origins and process, showcase powerful ingredients, or help to high- light healthy formulations. The Power of Color helps brands think about color in a new way, delving deeper than ever before into its cultural power while also exploring the psychology behind color trends.”
FOCUS: BAKERY
GNT’s Exberry: Colors evoke emotions
(Source: GNT)
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