When it comes to plant-based brands packaging and colour, it isn’t just about aesthetics, it can be a game-changer says Dutch Designer, Sophie Shand who raises the question - is the colour green now on the outer?
Source: ProVeg International - Green branding
A whopping 62-90% of a product’s first impression is based on its colour, according to insights from ProVeg International. This makes the right choice crucial for plant-based brands looking to stand out in a competitive market. So, why are some leading companies moving away from the typical green branding? Sophie Shand says.
🔴 Impossible Foods Chooses Red for a Reason
Impossible Foods' switch from green to red wasn’t just a cosmetic change. In both the UK and US, red is associated with superior taste - an area where plant-based brands often face scrutiny. By embracing red, Impossible is signalling to consumers their product isn’t just ethical, but it’s also delicious. This is a smart move, particularly when taste remains a major barrier for omnivores considering plant-based alternatives.
Source: Impossible Foods
🟣 Planted Picks Purple
Planted made a bold move by choosing purple, a colour not typically associated with food or meat replacements. However, this choice has proven strategic. Purple ranks highly in consumer appeal, coming in just after blue for excitement and popularity. It’s also underused in the industry, allowing Planted to stand out in a sea of green while retaining mass appeal.
Source: Planeted
🟢 Green: Overdone and Overused
Green, the go-to colour for plant-based brands, has long been associated with health, sustainability, and freshness. While it effectively communicates these values, its overuse makes it harder for brands to stand out. For brands still clinging to green, the key is to ensure its use is genuinely tied to strong ethical claims.
🔵 The All-Round Appeal of Blue
ProVeg’s report highlights blue as the most universally favoured colour among UK consumers. Blue evokes trust and affordability, and consumers are even willing to pay more for premium products wrapped in this hue. It’s also a top choice for encouraging consumers to try something new, making it a perfect fit for brands targeting omnivores who are new to plant-based options.
Sophie Shand adds: " It’s a shame that we don’t have any insights on Pink. I wonder whether LA VIE ‘s team did any consumer testing and can tell us what Pink combined with plant-based evokes for consumers". French based LA VIE (shown top left) is kicking up a storm with its witty and very pink ad campaigns.
Source: ProVeg - the use of colours on plant-based products packaging.
So what is the veritable 'take-out' from all of this ? At a time when plant-based manufacturers are working overtime to entice omnivores and flexitarians it would appear packaging colour choice really matters.
In an increasingly competitive market, the right colour could be the difference between blending in and standing out. Brands should take a cue from Impossible and Planted: it’s time to up the game and think beyond the green.
Sophie Shand is a designer specialising in conscious brand design.
ENDS:
Comentarios