Capsule Colors - the Natural Choice

Normal 0 false false false MicrosoftInternetExplorer4 st1:*{behavior:url(#ieooui) } /* Style Definitions */ table.MsoNormalTable {mso-style-name:"Table Normal"; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-parent:""; mso-padding-alt:0in 5.4pt 0in 5.4pt; mso-para-margin:0in; mso-para-margin-bottom:.0001pt; mso-pagination:widow-orphan; font-size:10.0pt; font-family:"Times New Roman"; mso-ansi-language:#0400; mso-fareast-language:#0400; mso-bidi-language:#0400;} Colormatters-whether it is the latest fashion design, or the latest trend in capsulecolors. Studies show that color is what appeals first to consumers and attractsthem to purchasing a product. With global trends moving towards a more“natural” lifestyle, it only makes sense that capsule manufacturing “sport” amore “natural” color palette for more consumer appeal   Up untilrecently, capsule manufacturers have not considered the color of capsules to bea value-adding feature. Not long ago, capsules were only available in standard capsulecolors—dull browns, whites, blues or a combination of two basic colors. Today,advances in capsule manufacturing have added innumerable palette choices aswell as diversity-transparent and opaque shells, capsules with metallic sheens,and capsules that match the original colors of Nature itself. As color and itspredominant role in consumer appeal have become more focused, the coloring ofcapsules has taken on more significance.   “Natural” Colored Capsules AreIncreasing in Popularity   Consumerstoday are knowledgeable and savvy. You’ll find them making purchases based oncareful reading and evaluating of supplement facts and labels. More consumersare looking for natural products free of additives, artificial colorants andflavorings, and those less likely to be allergenic. Natural colorants areperceived as an “added value” and there are consumers who are willing to pay aprice for them.   In 2009,natural colorants were used for the first time in capsulemanufacturing . Natural colors are produced through sources that are equallynatural. For instance, a greenish-blue dye is obtained from the natural algae,spirulina. The brown color, similar to caramel, is produced treating corn syrupor sugar with heat. Natural colorants can be produced from a variety of naturalsources such as riboflavin, or carmine. Though comparable colors can beproduced through synthetic means, natural colorants offer consumers a perceivedadded value to the supplement.   Importance of Color in CapsuleManufacturing   ·          Studiesshow that the color of a capsule may play a role in the therapeutic effect ofthe ingredients.   ·          Colorinfluences brand recognition. About 80 percent of brand recognition is boostedby color recognition.   ·          Theappeal of colors is known to help in memory retention.   For example, natural colors are immediatelyconnected to “nature” by the consumer. Since an association is made, consumers canmore easily remember your product, along with its added value!   ·          Coloredcapsules are used successfully to differentiate a product from the competition onshelves. It is said as a consumer glances through products on the shelf, thereis a window of just 1/20 of a second for a product to makes its appeal.Elegantly shaped, brightly colored capsules can serve to differentiate aproduct and make that open window work for you!   Research Supports the Role of Colorin Product Appeal   Choosingthe right colors is called a “soft” science. Studies show that about 93 percentof the people rely on visual appeal when purchasing a product. 1 Eye-appeal and label information are two vital factors that drive a consumertowards purchase. This sameconcept can be applied to the manufacturing of a supplement.   ·          92% of consumer believe that color makes aquality impression 2 ·          90% believe that color plays a role inattracting new customers 2 81% believe that the effective use of color gives product a competitive edge 2 ·          Thevariety of shapes and capsule colors stimulates the neurological senses. Marketresearch shows that 80 percent of our sensory assimilation is through visualperception.   Capsulescan be manufactured in a range of colors. Color differentiation or color codingis a new trend that marks different colors for different uses. For instance,red capsules mark weight loss capsules, where blue marks male enhancementcapsules. The range of popular colors and their combinations include red,purple, blue, green, turquoise, orange and even metallic colors like gold,bronze, platinum and silver.   References 1.       Seoul International Color Expo 2004. 2.       Conducted by Xerox Corporation andInternational Communications Research

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