Tuesday, November 28, 2006


Color Marketing Running Wild
Color marketing continues to dominate attempts to shift consumer goods: purple bananas, black apples and yellow carrots: now Lotte, Hyundai and Shinsegae department stores are selling “black” tomatoes -- actually a sort of deep purple.
Food and beverages
E-mart sells purple rice. “Anthocyan Chamssal” turns purple when cooked due to the anthocyan contained in black rice. A spokesman with the superstore claims it can prevent cancer and has anti-aging properties. But the color stands out as well, which is why it is “the second best-selling special rice product in the stores,” he says. Besides “golden carrots” (which are yellow), Hyundai Department Store also has a purple variety, mainly for visual effect. Other major department store chains sell black apples, red bananas and melons which are red inside. Café chain A Twosome Place offers sweet potato cakes made from red Japanese sweet potatoes, which come out deep purple unlike the familiar yellow. Lotte Department Store says 70-80 percent of customers buy white goods in colors other than white.
Everything in color
Everyday items are getting colorful. Chopping boards are traditionally made of wood, but they are increasingly available in orange, pink, green, blue and yellow. U.S.-based Microban started selling its colorful chopping boards at five Lotte Department Stores in the metropolitan area in September and saw its sales surge five times in a month. Sexy Cookie, a brand by the underwear maker Goodpeople, recently introduced underwear in non-traditional blue. "People favor warm colors in the winter, so underwear makers usually use colors like pink, red and black, but our blue underwear is the best-selling product among the ones we released in October thanks to its conspicuous color, which differentiates itself from the pack,” a company staffer glowed.
The KeraSys Scalp Clinic shampoo line Aekyung released this year comes in unpromising black packages, unlike the white and pastel colors other makers use. The company says it used to be shy of black for soap or shampoo packaging because the color does not match the clean image such products need, but now it decided to use glossy black to signal sophistication. "Amid the glut we're facing, companies will do anything to differentiate themselves so they can make consumers view their products favorably and buy them,” an industry observer comments.

posted by Syam @ 1:38 PM

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