EXBERRY® producer GNT has released The Power of Color Research, a study that shows how colours can help brands in the food and beverage industry connect to their target markets. This research, which utilises consumer psychology and semiotics, shows that growth opportunities can be found in personalization and customisation of product offerings.

Key findings explore consumer motivations and what drives them to choose one brand over another. The study shows how suppliers can send your messaging on a conscious and subconscious level as well.

Colour can generate meaning across products, brands and categories, and enable companies to further stand out in the space by creating powerful stories. They can also help deliver specific consumer needs, guiding their decision making on food and nutrition labels.

Besides reflect branding and personal identity, colours also evoke moods and emotions. For instance, yellow is often associated to joy, while red is more thought of as an energising hue.

Jill Janssen, GNT’s Power of Color lead, said: “Color can send out any number of messages about brands and products. It might signal a moment of blissful escapism, tell stories about origins and process, showcase powerful ingredients, or help to highlight healthy formulations. The Power of Color helps brands think about color in a new way, delving deeper than ever before into its cultural power while also exploring the psychology behind color trends.”

Maartje Hendrickx, Market Development Manager at GNT, said: “It’s clear that a one-size-fits-all approach to color is rapidly becoming outdated. As a service provider, innovation has always been in our DNA and this trailblazing project enables us to help customers find the cutting-edge coloring solutions they need to strengthen their market position and reach new audiences.”