Why food companies use red colors
What do Safeway, Walgreens, and Costco have in common? The obvious answer is that they are all large operated American supermarkets. But do you think it’s any coincidence that these three grocery stores - along with others like Winn-Dixie, Wawa, Giant, and Supervalu - all use red in their logo?
A color psychologist would tell you that this is no surprise: red is the color that makes people hungry. Red instantly attracts attention and it also makes people excited, energetic, and increases the heart rate.
In the fast-food industry, look no further than McDonalds, Wendy’s, or Burger King as prime examples of this. These massive companies all have a large amount of red in their branding as well, which subconsciously lets customers know that the chain is high-energy, bustling, and most importantly fast.
Red seems to have color dominance with regards to actual food products, as well. If red foods such as tomatoes, strawberries, and apples aren’t a natural part of the product, often times red packaging is used instead, such as with Coke, Skittles, and Campbell’s Soup. Mmm… maybe you’re hungry now?
A Natural Exception
One notable exception to the red grocery store craze can be found in the new wave of healthy, natural grocery stores popping up, led by Whole Foods. Whole Foods keeps its insignia green. Their decision to use green as the dominant color in their branding helps to promote the fresh, organic selling point they want to be associated with, as green signifies nature.
But even then, stores are finding ways to combine the freshness of green with the energy and impulses associated with red. MOM’s is a great example of a company walking a tightrope with it’s branding, tying in elements of the traditional red with a more earthy green.
So when it comes to food, food branding, and packaging, companies have learned that red is king. Think about that the next time you’re walking into your local supermarket or waiting in line at the drive-thru.
August 7th, 2007 at 5:52 pm
[…] Did they take into account how color has a psychological effect, one of the most cited being that red and orange stimulate appetite. Would putting food in plain red and yellow containers stimulate the same response? I’m by no […]
August 20th, 2007 at 3:56 am
Hmm.
So I should feel real hungry and excited when looking at the red logos that accompany this post?
Nah. Sorry, doesn’t work for me.
September 7th, 2007 at 2:43 pm
Hm. I remember Reading Somewhere that orange–>hunger, which is why so many fast food places seem to be orange.
September 12th, 2007 at 3:43 pm
I was wondering if i could use this information in my paper. I would of course cite, but is that okay with you?
September 12th, 2007 at 11:59 pm
Hi Allison,
Sure, you have my permission to cite this post in your paper.
I’m curious - what’s the paper about?
October 1st, 2007 at 4:43 pm
I completely buy this. Reds and oranges are a popular color to paint a dining room, and a quick look through the fridge turned up almost all the food packaging containing red. Certainly not coincidence!
November 2nd, 2007 at 1:51 pm
You betcha!!! I’m missing carl’s jr/burgerking, too bad(!) they are 1000s mile away from where I live now.
November 19th, 2007 at 2:17 pm
Well the red skittle does make me hungry but nah red doesn’t really make me hungry unless i’m hungry are you hungry i’m not hungry did you say you were hungry cuz i’m not hungry i’m hyper. =)
November 19th, 2007 at 2:20 pm
coke coke coke coke coke coke coke..nah i’m not hungry…don’t smoke drink coke!!!
~M&M
November 19th, 2007 at 10:07 pm
I am planning to open a fast-food type restaurant and am trying to decide on a color scheme. What do you recommend. Clearly some red, but what else?
March 5th, 2008 at 2:21 pm
does anyone know of any actual studies showing red stimulates appetite? If so, I would greatly appreciate your help/links-I’m at leslie@lrdiaries.com
Thanks!