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dc.contributor.convenorJosé Luis Caivano
dc.contributor.authorPeacock-Smith, Robyn
dc.contributor.authorWild, Francis
dc.contributor.editorJosé Luis Caivano and Mabel Amanda López
dc.description.abstractHow is a product that is essentially in the colour range of beige to brown presented through packaging? How do colours of package graphics enhance the product and differentiate it from its competitors? How do companies that market breakfast cereal present their products and ranges, to successfully compete for consumer choice from the supermarket shelf? In investigating these questions the use of colour in breakfast cereal packaging in Australia was assessed, visually and numerically, to identify colour characteristics, the most often used and the most proportionally used colours. Nineteen mixed cereals were selected; and included four brands Uncle Toby's, Kellogg's, Sanitarium and Vogel's. Visual analysis of the cereal packaging front face identified significant characteristics. The predominant colour reflected the content or the context of the cereal, while the brand range identity remained consistent. The numerical analysis assessed both the most often used and most proportionally used colours. The results showed that the two top ranked colours in both categories were white/cream and 'cereal' (brown/beige).
dc.publisherGrupo Argentino del Color and Nobuko
dc.publisher.placeBuenos Aires
dc.relation.ispartofconferencenameAIC 2010 Color and Food: From the Farm to the Table
dc.relation.ispartofconferencetitleAIC 2010 Color and Food. Interim Meeting of the International Color Association Proceedings
dc.relation.ispartoflocationMar del Plata, Argentina
dc.subject.fieldofresearchStudies in Creative Arts and Writing not elsewhere classified
dc.titleBreakfast Cereal Packaging in Australia
dc.typeConference output
dc.type.descriptionE2 - Conferences (Non Refereed)
dc.type.codeE - Conference Publications
gro.facultyArts, Education & Law Group, Queensland College of Art
gro.hasfulltextNo Full Text
gro.griffith.authorPeacock-Smith, Robyn
gro.griffith.authorWild, Francis J.

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