Full Article - Open Access.

Idioma principal

Colors as visual indicators of food nutritional characteristics in milk packaging

Pereira, Carla; Rocha, Magaly;

Full Article:

This paper investigates the use of colors as visual indicators on food packaging. To this end, reports a study on milk packaging consisting in the observation, record and analysis of the material; and presents the results of a questionnaire survey that was carried out with university students to identify users'' associations between colors and varieties of milk and their associative rules. The analysis shows that the distinction between types of milk found was due essentially to packaging colors, used as codes of differentiation, but the coding variations adopted by different manufacturers compromise the efficiency of the system. The survey shows evidence of informants’ mechanisms to associate colors to varieties of foods that don’t have color/flavor relationship. In the absence of similarity between packaging and food colors, symbolic connections prevailed rather than arbitrary, referring to the importance of cultural context in codes interpretation. Iconic connections were also present in associations, seeking similarity between the chosen colors with something concrete associated with the product. It was observed that the color brightness also works as significant, in addition to the hue.

Full Article:

Palavras-chave: códigos cromáticos, sistemas de signos, design de embalagens, color codes,

Palavras-chave:

DOI: 10.5151/designpro-CIDI-2

Referências bibliográficas
  • [1] ABIAD 2010. Em busca de mais equilíbrio: o papel da indústria de alimentos nesta revolução. In: Home: Abiad. Andlt;http://www.abiad.org.brAndgt;, 18/05/2012.
  • [2] ARNHEIM, R. 1997. Arte e percepção visual. 11. ed. São Paulo: Pioneira /EDUSP.
  • [3] BRASIL 1998. Ministério da Saúde. Secretaria de Vigilância Sanitária. Portaria nº 29, de 13 de janeiro de 1998. Alimentos para Fins Especiais. Diário Oficial, Brasília, DF, v. 136, n. 60-E, 30 mar. 1998. Seção 1, p. 2-3.
  • [4] CHRIST, R. 1975. Review and analysis of colour coding research for visual displays. Human Factors, v.17, n.6: 542-570.
  • [5] HOADLEY, E. 1995. The supplanting function of color in human information processing. In: Carey, J. (Ed.). Human factors in information systems: emerging theoretical bases: 89-100. Norwood, New Jersey: Ablex Publishing.
  • [6] KELLY, K.; JUDD, D. 1976. Color: universal language and dictionary of names. National Bureau of Standards, Spec. Publ. 440, Dec.
  • [7] MAGALHÃES, L. 1996. Aspectos perceptivos da interação homem-computador. In: Anais do Workshop Ciências Cognitivas e a Concepção de Sistemas de Informação, Florianópolis, fev.
  • [8] PASTOUREAU, M. 1993. Colour, design and mass production. In: Noblet, J. (Ed.). Industrial design: reflection of a century: 336-341. Paris: Flammarion.
  • [9] PEREIRA, C. 2007. Azul é light: a cor como elemento de diferenciação em embalagens de alimentos leves. In: Anais do IV Congresso Internacional de Pesquisa em Design, Rio de Janeiro, out.
  • [10] ______. 2011. A cor como espelho da sociedade e da cultura: um estudo do sistema cromático do design de embalagens de alimentos. Tese de doutorado não publicada. Faculdade de Arquitetura e Urbanismo. Universidade de São Paulo.
  • [11] WOODSON, W. 1981. Human factors design handbook. [S.l.]: McGraw-Hill Book.
Como citar:

Pereira, Carla; Rocha, Magaly; "Colors as visual indicators of food nutritional characteristics in milk packaging", p. 8-27 . In: In Coutinho, Solange G.; Moura, Monica; Campello, Silvio Barreto; Cadena, Renata A.; Almeida, Swanne (orgs.). Proceedings of the 6th Information Design International Conference, 5th InfoDesign, 6th CONGIC [= Blucher Design Proceedings, num.2, vol.1]. São Paulo: Blucher, 2014.
ISSN 2318-6968, ISBN: 978-85-212-0824-2
DOI 10.5151/designpro-CIDI-2

últimos 30 dias | último ano | desde a publicação


downloads


visualizações


indexações