Everything from ice cream to shampoo to beer has been painted black lately. According to a recent Wall Street Journalarticle, some marketers say black’s popularity is a reaction to the continued lackluster economy, which has consumers gravitating to lower-priced items. Black subtly conveys “premium,” they say.
“The use of black has really exploded,” says Mike Cecil, senior brand manager of Renuzit air freshener from Henkel AG’s Dial Corp. “It’s about finding new ways to signal affordable luxury.”
From soup to shampoo, products around the supermarket are sporting black packages, which marketers say send a subtle signal of 'premium.' -- F. Martin Ramin for The Wall Street Journal
People want premium products so long as they don’t cost too much, says Pat McGauley, vice president of innovation at Anheuser-Busch. Consumers are saying, “I can’t drive a high-end car but I can drink a slightly more premium beer without breaking the bank.”
The use of black is especially striking for Pantene, which has relied on white for its packages for so long. People inside P&G even sometimes use the phrase “wall of white” to refer to Pantene’s territory in the shampoo section.
Do the colors of the packaging affect the products you purchase?
Puma has worked for months creating a sustainable alternative to the shoebox (which account for millions of tons of waste) and has finally decided on the Clever Little Bag. This bag reduces shipping and material costs by using 65% less cardboard and saving 8,500 tons of paper, 20 million megajoules of energy, 1 million liters of water and reducing carbon dioxide by 10,000 tons. The bag is made from recycled polypropylene and can used again and again for anything you’d like. This bag is just one way Puma is making a positive impact on the environment with their packaging – learn more here.
Shaw Contract Group is always looking at ways to reduce our impact on the environment. From our tile packaging redesign in 2003, which reduced cardboard usage by 30% – saving over 3,550 trees each year, to our new LokDots installation system that represents a 97% reduction in installation materials compared to wet adhesive.
Shaw Contract Celebrates World Green Building Week 2016 September 28, 2016
This week Shaw Contract is celebrating World Green Building Week, a flagship event of the global green building movement – organized by the World Green Building Council and led by its network of 74 Green Building Councils and their 27,000 … Continue reading →
Made by Design: PLACES
Spend the day in a vibrant metropolis. Explore the shores of a coastline. In your travels, slow down. Take a glimpse of the changing landscape. City to sea, local to global, collaborate workplace to quiet retreat. Places captures single moments … Continue reading →
Gensler Designs 67,000SF Shaw Create Centre to Spur Innovation July 5, 2016