Brasil Pack Trends 2020

BrasilPackTrends2020 121 aesthetics and identity that purpose. The blue color arouses feelings of loyalty, trust and friendship, and red represents dynamism, is stimulating, passionate and exciting and can be used to highlight specific points to attract attention (MARCONDES, 2011; HILL, 2010). The color can even be given through the addition of pigments to the packaging material itself. This technique is constantly observed in the market of glass containers, with the development of special colors, either to confer light protection to sensitive product, to promote the image or highlight the key attributes of the product . As an example, the blue color of the glass bottle for water from Elisabethen Quelle, in Germany, was used mainly to highlight their purity and freshness attributes (Figure 5.20). In order to strengthen output growth in the Brazilian market, the extra virgen olive oil, Gallo brand, has invested in a darker glass bottle to better preserve its quality against direct exposure to light (Figure 5.20). FIGURE 5.20 The use of color in glass to highlight the premium quality of the product Source: Press Release In the Brazilian market, an example of this trend for plastic packages is that of PET bottles for water, Ouro Fino brand, who bet “on being different” and broke sharply from standard colors usually used in packages for mineral water (clear, blue or light green) to highlight and open new markets (MARCONDES, 2011). In this case, the company also bet on the differential by the shape of the package. Another example is the black PET bottles for energy drinks (Figure 5.21). FIGURE 5.21 Colored PET packaging for drinks Source: Press Release Illustration is another option used to indicate the nature and quality of a product. With more sophisticated illustrative shapes the personality of the brand can be conveyed, highlighting itself at the points of sale and increase the product appeal. Below are some products that have adopted a strong illustrative style, with the aim of demonstrating the brand identity. An example is the brand of handmade cookies, Two by Two in the UK, which aimed at increasing public interest from children, using illustrations of animals from traditional tales and fables, and each picture of the animal represents the shape of animal cracker sold (Figure 5.22). What On Earth is another UK brand that introduced a simple and beautiful concept package for organic food. The package was produced in gray tones on a plain background to represent the organic nature of the food; the package also has a label colored to indicate different types of products (Figure 5.22).