Question

Choose a company with a distinctive color. (Krispy Kreme) Discuss the importance of color with that company’s advertising or packaging as it relates to the different meanings and cultures and segment markets.

Answer 1

Q. Choose a company with a distinctive color. (Krispy Kreme) Discuss the importance of color with that company’s advertising or packaging as it relates to the different meanings and cultures and segment markets.

Ans. - Indeed, the selection of color plays a very crucial role in the advertising and packaging strategy of a company as different colors have unique connotation and meaning in different cultures and market segment. In fact, marketers and packaging experts have been using different colors for years to stimulate different emotions in the consumers for years. The color and packaging are the signature for any product as these are noticeable features which a customer sees when he enters in a shop. The color of packaging talkswith the customer as they feel different emotions by seeing different colors. For example, yellow color represents cheer, warmth, energy and optimism. While red represents love, passion, excitement and style. Similarly white represents fresh, pure, clean and hope. Hence, the selection of color by a copany for packaging and marketing purposes should be made with utmost care. Because this has a very huge impact in the acceptance of product in the market.

For further discussion on the importance of color in the advertising and packaging strategy of a company, I have selected a company called Krispy Kreme. Krispy Kreme is a leading retailer and wholesaler of sweat treats. It has effectively utilized the selection of color in the favour its product. This company knows the psychology behind the selection of color and hence has effectively harnessed this by keeping the color of its product simple, noticeable, and as per the need of its target market/customers.

The strategy of Krispy Kreme in the selection of color for the purpose of packaging and marketing can be highlighted as follows-

· It has increased graphics in the packaging of its product so that the products can have visual appeal and stand out among the different products available in the shelf.

· It has used similar graphics across the product line so that its products can become noticeable in the gaze of customers.

· It has also enhanced the quality of the product and tried to align with the color of graphics printed on the wrapper of the product.

This strategy of Krispy Kreme can be seen in the packaging and marketing style of its different products like Dipped Chocolate Cake Doughnut Holes, Original Glazed, Chocolate Iced with Kreme Filling, Chocolate Iced Glazed, etc.