Having spent some time working for a consumer products company I can definitely see the importance of coloring in terms of branding. It is important for a brand to establish “it’s color”. One of the brands that I have worked with that does this well is Aveeno. They use a palette of soft browns to beiges. This ties into their active naturals branding. All Aveeno products contains some form of Oat extracts or Oat derived ingredients that are proven to deliver some benefits. The color is a deliberate choice as it is close to the color of oats themselves, and is also a nice soft color that causes those buying it to think that it will be softer on the skin or smoother or soothing as it is a soothing color. All Avveno products of the same type will use the same color so consumers know that they are all the same. So all shampoos are the same base colors, but that base color will be different from the lotions. The other thing Aveeno does is have different colors as a secondary color to show what that specific product targets. So all the Aveeno products that are target toward those with sensitive skin have the brown to beige base color but then have blue labeling. THis branding allows the custom to see continuity between the different products. The specific color choice also help to subconsciously inform the consumer what the product will do for them.

If any of you have used an Aveeno product can you tell me if this works for you?