I like the new packaging for Morrisons’ Premium food range. Designers Coley Porter Bell wanted to create a ‘classic, crafted feel with a modern twist’ that would reflect the distinctive quality of the products.

And this is why I think it works. Overall the colours used are based on a warm, muted colour palette. These earthy, intense colours can work very well for food products where you want the consumer to feel that they are somehow ‘homely’ i.e. that care has gone in to the preparation, and that the ingredients are ‘wholesome’. The dark (chocolatey) brown used with gold lettering oozes quality and ups its appeal.

Gold itself conveys luxury and works better with a rich brown (rather than black) to communicate something of value. This looks like a product that will do what it says on the tin (jar or packet).

The packaging design reminds me of Green and Blacks chocolate (of which I’m quite partial!); another company who use this colour palette to great effect for their organic chocolate products , successfully conveying a wholesome yet luxury product.

(Images courtesy Morrisons, Green & Blacks)

In the recent fascinating BBC4 programme ‘A History of Art in 3 Colours’, Dr James Fox told us the story of the history of gold as used in art. Revered by ancient cultures who equated gold with the sun and magical powers, it represented eternity. With the development of Christianity gold became equated with the ‘radiance of God’ and the divine light, and all that society holds precious or sacred. For artists such as Gustav Klimt it represented love. Kings, Queens and leaders throughout history have sought to acquire and amass gold so that it has come to be more associated with power, wealth and status.

Gold communicates that something is precious or valuable, whilst radiating the positive and optimistic qualities of yellow. Gold medals currently sought after by Olympic athletes represent attainment. In some cultures gold is associated with wisdom and experience, perhaps apt for that rare, sought after, hard won aspect in us all.

 

 

 

 

 

Similarly with print or electronic design, the careful use of gold can emphasise the precious or exceptional qualities of a product or service. Beware of over using it however, as we only have to look back to the ‘bling’ culture of the 90s to see how judicious use of gold in design came to represent all that seemed tacky and over- exaggerated!

 

 

 

 

 

 

Other articles you might like:

‘Brit branding’ – is red, white and blue good for you?

History in colour – 1980s and 1990s trends

Jubilee inspired colour