Plenty's Greens are Packaged to Remind of Fast Food
Laura McQuarrie — January 25, 2021 — Marketing
References: plenty.ag & fastcompany
Mixed bags of lettuce and other kinds of leafy greens are often packaged with color schemes that stick to natural color hues that align with images of brightness and freshness but Plenty's lettuce branding sets itself apart in this way. The indoor vertical farming company taps into the psychology of fast food to inspire hunger with colors like ketchup-like red and mustard yellow.
Some of the most well-known fast food brands in the world use signature red and yellow colors in their branding and this is an intentional choice because red inspires hunger and yellow is a happy color. While other packaging in the category helps consumers to see leafy greens as a healthy choice, Plenty's packaging uses rich, bright contrasting colors to signal the craveable nature of the product.
Some of the most well-known fast food brands in the world use signature red and yellow colors in their branding and this is an intentional choice because red inspires hunger and yellow is a happy color. While other packaging in the category helps consumers to see leafy greens as a healthy choice, Plenty's packaging uses rich, bright contrasting colors to signal the craveable nature of the product.
Trend Themes
1. Craveable Color Branding - Companies can use bold and contrasting colors in their branding to signal the craveable nature of their products.
2. Fast Food Psychology - Marketing strategies can tap into the psychology of fast food to inspire hunger and appeal to consumers.
3. Vertical Farming Technology - Vertical farming technology allows for the production of fresh and high-quality greens with efficient use of space and resources.
Industry Implications
1. Indoor Farming - Indoor vertical farming technology can disrupt the traditional agriculture industry by producing fresh and high-quality greens with less space and resources.
2. Fast Food - Fast food chains can adopt packaging and branding strategies that tap into the psychology of hunger to attract more customers and increase sales.
3. Food Packaging - The food packaging industry can leverage color psychology and innovative design to create packaging that appeals to consumer desires and emotions.
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