Within the objects of desire feature, I am hoping to showcase not only enticing, colourful items worthy of being eye candy but also brands and companies who use colour in an innovative or dazzling way. Colour psychology is a pillar to marketing and tests have shown that 85% of shoppers place colour as a primary reason for buying a specific item and that colour increases brand recognition by 80%. Just think of the red Campbell’s soup can, Starbucks brand green or famous blue TIffany’s box. Colour can help make a brand or product iconic and ultimately, help decide its fate. I often feel that companies undervalue colour in their design – preferring a safe route to a striking one. Whether it is a whole brand colour palette or simply vibrant packaging, I hope to use this special feature to showcase those who celebrate and highlight the wonder of colour.
One of those products that always catches my eye on the store shelves is Belvoir Fruit Farms Cordials, Pressés and Fruit Juice drinks. They really utilize the full colour spectrum and highlight their British roots with whimsical and handmade feeling labels. I love the handwritten typography, slanted labels and brilliant colour palette. The playful packaging of these juices is fantastic and I would love to have a fridge full of the bottles if only for eye candy! (By the way, don’t the bottles seem like a perfect vase for flowers of a contrasting colour?)