Page 22 - #86 eng

C

The use of brighter and saturated colors

can be seen more and more in

specialty instant coffee packaging.

Not only David Choice, the use of brighter and
saturated colors can be seen more and more in specialty
instant coffee packaging. For example, another famous
Chinese instant specialty coffee brand, Yongpu, uses light
yellow, sometimes even pink, and baby blue for their
coffee packaging. While TASOGARE, another uprising
Chinese specialty instant coffee brand, has chosen satu-
rated red and blue for its packaging. These colors are quite
unconventional choices for coffee packaging, as for many
people, probably, the “coffee palette” — dark brown, blue,
green, and red are the right color for a coffee brand.
Nevertheless, bright color is an identical element to dif-
ferentiate the new trend of specialty coffee from the
traditional commodity coffee brands.
Of course, there’s a reason for those “ever-green”
colors to appear on coffee packaging. Colors can some-
times carry strong connections to specific industries and
ideas. Coffee is one of them. Brown is probably the most
used color for many traditional commodity coffee brands,
and it is simply because coffee is brown. At the same time,
green is also widely used for coffee packaging because
green is associated with natural, healthy, and organic.
There is no denying that breaking the familiar color cod-
ing of coffee packaging is risky. However, the switch of
preference reflects the change in the market.
The swap of the trend of color on the coffee pack-
aging follows the change in the major coffee consumer
group. Millennials are now the key target audience for
many specialty coffee brands. Some 90% of the consum- in the popularity of coffee in China, the competition comes the emphasis on quality in the coffee market. Many entiate coffee taste. However, for many brands, the reason
ers of specialty instant coffee are aged between 18 to 35 among coffee brands has become increasingly serious, coffee brands, especially those specialty coffee, aim to for using different colors for different flavors is much
years old, according to what Hengye Li from Secre Coffee making different coffee brands scrambling to seek break- bring out their own distinctive flavors. Usually, a special- more straightforward.
in Guangzhou said in an interview with Perfect Daily throughs. They have to use all different ways other than ty coffee brand would have a few different flavors. And From Saturnbird, one of the pioneers in China to
Grind. These young consumers are very likely to work in just the products to blow up the consumer market and colors are also commonly used to differentiate between use colorful packaging for its instant specialty coffee, to
the design, advertising, sales, and luxury sectors. Ener- become a phenomenon,” Yin told us in the interview. coffee flavors. the innovative Nespresso, many coffee brands success-
getic, bright colors are more appealing to them and more According to a study published on ScienceDirect, fully generated unique visual memory for their products
visible on social media. Colors as Flavor Notes the colors of the packaging labels could influence senso- and created super brand symbols by converting different
“Personally, I think that rich and bright colors are ry and hedonic judgments of specialty coffee by amateur flavors into vibrant colors.
not the essence of the trend. Instead, the main reason Besides playing the role of the brand representative, consumers. These consumers would have pre-tasting Hasbean Coffee Roasters, the 2022 Coffee Design
behind this is the continuous iteration of younger coffee color can do more for specialty coffee. The colors on the ratings of sweetness and acidity based on the colors they Awards winner, also outplays other coffee packaging
users. They would accept all kinds of new and innovative coffee packaging can also have practical functions for the saw on the packages. This research finding would provide designs by introducing its unique palette of 8 colors for
visual presentations. At the same time, with the increase coffee products. Accompanying the third wave of coffee some functional benefits for packaging design to differ- its rebranding. As part of the specialty roastery Ozone

22 23