castillo

AIC 2010 – Mar del Plata, Argentina

Color Strategies for Food Packaging: Systematic compilation and analysis of chromatic palettes of olive oil’s package

Javier Castillo Cabezas Paulina Becerra

Aims To analyze chromatic strategies used on different packed products segments, understanding as segment each one of the groups –milky, canned, oils, etc– in which the diverse food products are gathered and sold on retail.

AIC 2010 – Mar del Plata, Argentina Castillo Cabezas - Becerra

Hypothesis For the different food products exist certain chromatic conventions and codes, born from consumption traditions and habits.

Our research will try to make visible the strategies of adhesion or transgression to these codes, implemented by the companies in their attempt to establish a position on consumerĂŠs mindset.

AIC 2010 – Mar del Plata, Argentina Castillo Cabezas - Becerra

Theoretical framework

AIC 2010 – Mar del Plata, Argentina Castillo Cabezas - Becerra

Methodology Photographic register of package fronts Digital processing of data Data systematization - Form Classification and analysis of samples Semantic analysis of results

AIC 2010 – Mar del Plata, Argentina Castillo Cabezas - Becerra

Data compilation form 1. General information 2. Form 3. Color 4. CesĂ­a 5. Texture

AIC 2010 – Mar del Plata, Argentina Castillo Cabezas - Becerra

General information

AIC 2010 – Mar del Plata, Argentina Castillo Cabezas - Becerra

Form

AIC 2010 – Mar del Plata, Argentina Castillo Cabezas - Becerra

Color

AIC 2010 – Mar del Plata, Argentina Castillo Cabezas - Becerra

CesĂ­a

AIC 2010 – Mar del Plata, Argentina Castillo Cabezas - Becerra

Texture

AIC 2010 – Mar del Plata, Argentina Castillo Cabezas - Becerra

Preliminary explorations

Exploration of lightning conditions for photographic register. (a,b,c,d under fluorescent light; e,f,g under tungsten light)

AIC 2010 – Mar del Plata, Argentina Castillo Cabezas - Becerra

Preliminary explorations

Exploration of Picture treatment to create color-maps. In this case, a process of pixelation is made, from original picture (left) and increasing the size of pixel to visualize dominant colors and color distribution

AIC 2010 – Mar del Plata, Argentina Castillo Cabezas - Becerra

Further steps Once this step is completed, we will be facing the data collecting and systematization stage, in which we will make a thorough gathering of the information related to selected sample –olive oil package-.

Fourth and final stage will be work on the classification and comparing of these data to undergo the final semantic analysis.

AIC 2010 – Mar del Plata, Argentina Castillo Cabezas - Becerra

Thanks!

AIC 2010 – Mar del Plata, Argentina Castillo Cabezas - Becerra