CFrench Paper CompanyA paper promotion for Pop-Tone
jjjjjjjjjjjjjj CO
LOR O
FCO
NSUM
ERIS
M jjjjjjjjjjjjjj
colo
r and
vis
ual l
angu
age
consumeconsume
consumeconsume
consumeconsume
01
0302
03
0504
COLOR OF CONSUMERISM
05
All rights reserved. No part of this book may be reproduced in any form without written
permission of the copyright owners. All images in this book have been reproduced with the
knowledge and prior consent of the designer’s concern, and no responsibility is accepted by
producer, publisher, or printer for any infringement of copyright or otherwise.
Every effort has been made to ensure that credits accurately comply with information
supplied. The color swatches contained in this book are as accurate as possible. However,
due to the nature of the four-color printing, process, slight variations can occur due to ink
balancing on press. Every effort has been made to minimize these variations.
COPYRIGHT
This book is printed on French Paper
Copyright © 2010 by Amber Tu
1
2
04
COLOR OF CONSUMERISM
0706
This books is dedicated to my Mother, Father & Sister
01 Introduction to Color
02 Red - Wild Cherry
03 Yellow - Lemon Drop
04 Green - Gumdrop Green
05 Orange - Orange Fizz
07
This books is dedicated to my Mother, Father & Sister
08
Table of ContentsAmount Per ServingPages in total 40
% Daily Values*Chapter 1• Be Prepared to Stop• Coca Cola• Vitamin D Milk• Campbell’s Soup
Vitamin A 10%Calcium 30%
• Vitamin C 4%• Iron 0%
* Percent Daily Value are based on a 2000 calorie diet. Your daily values may be higher or lower depending on your calorie needs.
11-1213-14
Chapter 2• Low Price• Easy Cheese
19-2021-22
Chapter 3• Buy Now Low Price• Heineken
23-2425-26
• Healthy ChoiceChapter 4• Out of Stock• For Sale• Tillamook
27-28
29-3031-3233-34
15-1617-18
09
08
COMPANY AND PAPERLINE INFORMATION
French Paper Company is an American
Paper Mill based in Niles, Michigan. It
was founded in 1871. The Paper Company
produces specialty products. The company
is located along the St. Joseph river and
uses electricity from a Hydroelectric power
plant next to the Michigan dam.
Prime importance is based on offering
recycled and alternative fiber products to
their customers. Through using recycled
paper they reduce solid waste disposal
burden and lessen landfill dependency. By
purchasing recycled paper, the consumer
not only help close the recycling loop, they
support the longer term benefits of resource
conservation. All of their recycled papers
meet the 1999 standards of the United
States Executive Order for recycled printing
and writing papers. Environment papers are
made with recycled fiber, including colors
that are 100% post consumer, two that are
FSC certified, and two with sugar cane fiber.
All of the brands in the French Paper lines
include recycled colors made with 60% post
consumer recycled fibers.
09
1
2
In 1922, Frank French built French Paper
Company’s electric generator next to a mill
on the St. Joseph River. Since that time,
they’ve produced 100% of the electricity
required to make each of their papers. This
clean, renewable energy source was called
Green Power back then. Unlike other paper
compaies, they don’t buy “Green Credits”
from power companies to improve their PR.
Instead, environmentalism is just another
great French family tradition.
French Paper stands apart in the paper
industry as one of the country’s smallest and
most innovative indeoendednt paper mill.
In the industry where designers promote
the value of brand recognition, paper mills
across America are being brought and sold
by corporate conglomerates and changing
their names dast than you can discard their
old swatch books. French Paper Company
has been our name for five generations and
over 134 years. They stick to what they do
best, by making the finest paper.
3
4
WILD CHERRY: 70T 65C 100C
LEMON DROP: 70T 65C 100C
GUMDROP GREEN: 70T 65C 100C
ORANGE FIZZ: 70T 65C 100C
10
11
Rays of light vibrate at different speed. The sensation of color, which happens in our brains, is a result of our vision’s response to these different wavelengths. When taken together, the various rays our eyes can distinguish are called the visible spectrum. This fairly narrow range of colors includes red, orange, yellow, green, blue, indigo and violet. Color is derived from light, either natural or artificial. With little light, little or no color is present. With a lot of light comes a lot of color.TH
E C
ON
SUM
PTIO
N O
F C
OLO
R
12 13
13
14
_01//
15
_01//
RED
15
16 Red sets the pituitary gland going at a
rapid pace. Any design in red takes on a
persona that is passionate and provocative.
Aggressive in nature, it commands attention
and demands action. The color is equally
seductive in the marketplace. Deepen the
red tones to shades of burgundy and they
still maintain the inherent excitement of
the “mother” color but are more subdued.
Consumers respond well to wine tones.
They see them as rich, refined, expensive
as well as more authoritative, mature, lush,
opulent, and elegant than a vibrant red. The
result: the color burgundy is an excellent
choice to apply to upscale products.
Coca Cola has its own way of packaging
such as can, plastic bottles, glass bottles etc.
This means that Coca Cola has deve.loped
enough variety within is product packaging
range to meet the various demands of its
consumers. Due to the high caffeine level
and the distinct taste and brand image,
the customer loyalty for Coke is very high.
Currently, Coke is perceived as the most
premium product within the cola industry.
Coca Cola has the largest market share in
the soft drinks industry around the world.
As a result of this popularity Coke is to
generate high profits which it is able to
spend on advertising and development for
the purposes of increasing.
1 2
An average of 100,000 cans of Coca Cola is produced per day. The beverage products from raw ingredients to finished products is ready for shipping and market consumption.
17
llllllllllllllllllll gg17
coupon1
99SALE
Limit 3
Sale Sun. 3/15Thru Sat. 3/21/10
Vitamin D
Milk
When shoppers put themselves behind
a shopping cart, the world changes. They
become an active consumer, moving
through environments that have been
made for them such as the supermarket,
discount stores, warehouse clubs and home
centers. During an average store visit, about
thirty thousand differeny products fight
to win their attention and ultimately to
make consumer believe in their promise.
Succesful marketers understand that, for
the consumer, the package is the product.
The key challenge to any designer is turning
a package into a powerful selling tool that
achieves a competitive advantage. This is
why investment in packaging continues
to increase each year and why package
planning recieves top priority among more
and more companies. Packages are an
inescapable part of modern day life.
The color, photo, dairy, and condition all
contribute to the value of the milk bottle.
Milk carton manufacturing has not changed
dramatically for many years, because
the process is already highly streamlined
and efficient. An increasingly popular
modification to the tradition gable-topped
carton is the addition of a plastic pour
spout, but this requires only minor changes
in the manufacturing process. Consumers
associate certain colors with certain flavors,
and the color of food can influence the
perceived flavor in anything from milk
cartons to daily beverages.
For reasons, food package manufacturers
prefer colorful packages to their products.
Sometimes the aim is to simulate a color
that is perceived by the consumer as
natural, such as the typical milk carton
this day is sometimes associated with red.
Labels are important sources of information
for consumers since they tell the type and
origin of the milk. The label is often the only
resource a buyer has for evaluating the milk
before purchasing it. Certain information
is ordinarily included in the label, such as
the country of origin, quality, flavor of milk,
producer, bottler, or importer.
Producers attempt to make selecting and
purchasing milk easy and non-intimidating
by making their labels playful and inviting.
Because of rapid growth in the economy
and consequent improvement in the
living standards of the common people,
packaging has become important in the
distribution process. As we know color may
be interpreted by consumers in different
ways. Lighting can have a key role in this,
and also depending on what the particuliar
product may be. Packaged food products
may appear more vibrant and appealing
on black shelving as opposed to a standard
white powdercoat usually used at the local
grocery stores or supermarkets.
1 3
2
4
18
mass produced
19
C C C C C C C C C C C C19
consumeconsumeconsumeconsume
consumeconsume
consumeconsume
consumeconsumeconsumeconsume $
consume $consume
consumeconsumeconsumeconsume
consumeconsume
consumeconsume
consumeconsume
consumeconsume
consumeconsume
$$consumeconsume
consume
consumeconsume
$consume
consumeconsumeconsumeconsume
consumeconsume
consumeconsume
consumeconsume
_02//
20
Consumerism is in a way the more human aspect of business and companies and businesses consider consumers along with their employees as the essential ‘people elements’ of their endeavor. Yet consumerism can have its other meanings and represent a culture of buying, highlight the virtues and vices of a materialistic society and emphasize on the importance of globalized business environment. Companies have to keep their consumers happy and develop and sell new products based on consumer needs. The needs of the consumers and the needs of businesses however seem to be circular as companies create needs of consumers and consumers also project their needs to businesses suggesting a relationship.
_02//
21
Occipital lobe
Lunate Suicus
Longitudinal Tissue
Parietal Lobe
Postcentral Suicus
Central Suicus
Middle Frontal Gyrus
Superior Frontal Gyrus
Frontal Lobe
Dendrite
Cell Body Soma
Axon Nerve Fiber
22
Single photoreceptors transmit no
information about the wavelengths of the
photons that they absorb. Our ability to
perceive color depends upon comparisons
of the outputs of the three cone types,
each with different spectral sensitivity.
These comparisons are made by the neural
circuitry of the retina. The retina contains
millions of specialized photoreceptor cells
known as rods and cones. Within these
receptors are membranes. The membranes
contain visual pigments that absorb light
and undergo chemical changes that trigger
an electrical signal. The visual pigments
for both cones and rods are similar in that
they consist of retinene joined at both ends
to retinal proteins called opsins. Rhodopsin
is the retinal protein that is found in the
rod cells in the eye. The three types of cone
cells contain slightly different opsins, which
form the basis for color vision.
Humans have three different types of
cones with photo-pigments that sense three
different portions of the spectrum. Each cone
is tuned to perceive primarily wavelengths
middle or wavelengths, referred to as L-,
M-, and S- cones respectively. The peak
sensitivities are provided by three different
photo-pigments. Light at any wavelength
in the visual spectrum (ranging from 400
to 700 nm) will excite one or more of these
three types of sensors. Our mind determines
the color by comparing the different signals
each cone senses. Colorblindness results
when either one photo-pigment is missing,
or two happen to be the same. There is
a variation among people with full color
vision. Could the faint variations of color
perceptions among people with full color
vision account for differences in taste?
1 2
23
23
Items purchased may be returned to any of our stores within 30 days of purchase for exchange or refund. With original receipt, items will be returned for the full purchase price and refunds will be issued in the original method of payment. Without original receipt, items will be returned at the lowest advertised price and refunds will be issued as store credit to a card. For any return, you will be asked for a valid photo identification. We reserve the right to limit or refuse a refund.
The wavelength of the light determines the
percieved color. Some specific sources vary
these ranges drastically, and the boundaries
of them are somewhat approximate as
they blend into each other. The edges of
the visible light spectrum blend into the
ultraviolet and infrared levels of radiation.
Most light that we interact with us is in the
form of white light, which contains many or
all of these wavelength ranges within them.
Shinning white light through a prism causes
the wavelengths to bend at slightly different
angles due to optical refraction. The
resulting light is, therefore, split across the
visible color spectrum. This is what causes a
rainbow, with airborn water particles acting
as the refractive medium.
Colors
Red
Yellow
Green
Orange
Wavelength Frequency
625 — 740 nm 480 — 405 THz
590 — 625 nm 510 — 480 THz
565 — 590 nm 530 — 510 THz
500 — 565 nm 600 — 530 THz
1
Blue Cone
Ret
inal
Res
pons
e (p
erce
nt m
axim
um)
RodGreenCone
RedCone
100
75
25
50
0
380 nm 600 nm
450 nm
500 nm
550 nm 650 nm
700 nm
750 nm
800 nm
Wavelength of Light (nm)
Yellow is the color evoked by light that
stimulates both the L and M (long and
medium wavelength) cone cells of the
retina about equally, with no significant
stimulation of the S (short-wavelength)
cone cells. Light with a wavelength of
570–580 nm is yellow, as is light with a
suitable mixture of somewhat longer and
shorter wavelengths. Yellow’s traditional
RYB complementary color is purple, violet,
or indigo, while its colorimetrically defined
complementary color in both RGB and
CMYK color spaces is blue. Hunt defines that
“two colors are complementary when it is
possible to reproduce the tristimulus values
of a specified achromatic stimulus by an
additive mixture of these two stimuli.” That
is, when two colored lights can be mixed
to match a specified white (achromatic,
non-colored) light, the colors of those two
lights are complementary. This definition,
however, does not constrain what version
of white will be specified. In the nineteenth
century, the scientists Grassmann and
Helmholtz did experiments in which they
concluded that finding a good complement
for spectral yellow was difficult, but that the
result was indigo, that is, a wavelength that
today’s color scientists would call violet.
Helmholtz says “Yellow and indigo blue”
are complements. Grassman reconstructs
Newton’s category boundaries in terms
of wavelengths and says “This indigo
therefore falls within the limits of color
between which, according to Helmholtz,
the complementary colors of yellow lie.”
Newton’s own color circle has yellow directly
opposite the boundary between indigo and
violet. These results, that the complement
of yellow is a wavelength shorter than
450 nm, are derivable from the modern CIE
1931 system of colorimetry if it is assumed
that the yellow is about 580 nm or shorter
wavelength, and the specified white is the
color of a blackbody radiator of temperature
2800 K or lower (that is, the white of an
ordinary incandescent light bulb). More
typically, with a daylight-colored or around
5000 to 6000 K white, the complement of
yellow will be in the blue wavelength range,
which is the standard modern answer for
the complement of yellow.
1
CO
NSU
MER
PSYCH
OLO
GY
24 25
jjjjjjjjjjjjjj
25
jjjjjjjjjjjjjjTH
E VIS
IBLE
SPEC
TRUM
26
_03//
27
_03//
D
D
pupil
lens
iris
sclera
retina
optic nerve
cornea
27
The term consumerism seems to have both positive and negative connotations as consumerism could mean a culture of possessions and glorification of materialism. Consumerism could however also mean progressively more consumption of goods and products that could benefit the economy and the markets with a heightened buying culture among people although consumerism could also mean the entire gamut of marketing and business activities that finally lead to the buying of products by consumers.
28
The human eye has a lens and iris
diaphragm that work much like a camera.
The optics of the eye project an upside-
down image of those objects on the rear,
inner surface of the eyeball (the retina).
There, a dense carpet of light-sensitive
photoreceptors converts light (photons) into
electro-chemical signals, which are then
processed by neural circuits in the retina
and transmitted to the brain. The rods,
which are more numerous than cones, are
responsible for our vision in dim light but
don’t function in bright light. Rods account
for our night vision but cannot distinguish
color. Our eyes are very sensitive at night,
but we don’t see well straight in front of
us. Cones are active at high light levels and
allow us to see color and fine detail directly
in front of us. They can adapt to widely
varying colors and illumination levels, but
don’t work well in low light. Our peripheral
vision is very good at detecting movement
in a wide variety of illumination levels but is
poor at low-resolution images and provides
very little color information. Color is a
property of objects that our minds create -
an interpretation. This interpretation helps
us acquire knowledge about the properties
of surfaces. To construct those colors, our
subconscious mind analyzes ratios of the
signals from photoreceptors in the retina.
The eye perceive color when the different
wavelengths composing white light are
selectively interfered with by matter
(absorbed, reflected, refracted, scattered,
or diffracted) on their way to our eyes, or
when a non-white distribution of light has
been emitted. We can detect the range of
light spectrum from about 400 nanometers
(violet) to about 700 nanometers (red). We
perceive this range of light wavelengths
as a smoothly varying rainbow of colors,
otherwise known as the visual spectrum.
Visible light is merely a small part of the full
electromagnetic spectrum, which extends
from cosmic rays at the highest energies
down through the middle range (gamma
rays, X-rays, the ultraviolet, the visible,
the infrared, and radio waves) all the way
to induction-heating and electric-power-
transmission frequencies at the lowest
energies. Note that this is the energy per
quantum (photon if in the visible range) but
not the total energy; the latter is a function
of the intensity in a beam. ight from external
objects enters the eye through the pupil. The
human eye has a lens and iris diaphragm
that work much like a camera. The optics
of the eye project an upside-down image of
those objects on the rear, inner surface of the
eyeball (the retina). There, a dense carpet of
light-sensitive photoreceptors converts light
(photons) into electro-chemical signals,
which are then processed by neural circuits
in the retina and transmitted to the brain.
1 2
29
29
Soothing, nature, refreshing, fresh, healing green is at the center of the spectrum and offers the widest range of choices and is the most restful to the eye. "Mother" blue green always elicits pleasant responses representing the best qualities. Combined with white, blue-green is cool and clean with an underlying element of warmth as if you are floating in warm, tropical waters with the sun shining down so you can see the ocean floor below. Blue-greens and aquas are first-rate choices for packaging or the colors for personal hygiene products or beauty products as they are flattering to every skin color. Associated with nature, consumers respond to mint greens (refreshing and fresh), bright greens (grass, first buds of spring, and renewal), emerald greens (elegant), and deep greens (stately tall pines, refreshing scents, and the silence of the forest, money, prestige, security, feeling safe). Trustworthy deep green is an excellent choice for promoting banks, lending institutions, and other businesses where prestige and/or security are considerations. Yellow-greens relate well to gardening/floral motifs. However, vivid yellow-green is associated with nausea and illness. Kids and adolescents love bright yellow-green simply because adults hate it making it a good selection for kid or adolescent related products or services. Although chartreuse is trendy, it does get people's attention and works very well in capturing the eye. Olive green is a color that does not rate well unless combined in an interesting, complex way and then only appeals to upscale buyers. If yours is a food industry, use typical vegetable colors; spinach, lettuce, broccoli, etc. Because we are accustomed to those colors, they are not offensive unless you happen to dislike a specific vegetable. Use vegetable greens for food service, dining areas, or packaging "healthy" foods. Seafoam greens are non-invasive, cooling, and calming to consumers.
30
Advertising is a form of communication that includes the name of the product or service and how that product or service could potentially benefit the consumer. Advertising often attempts to persuade potential customers to purchase or to consume a particular brand of product or service.
Strong shelf presence based on consumer
products is critical in an economy. Effective
packaging increases the product’s likelihood
of being purchased by making it stand out
among other products. But how does a
company figure out what draws consumers’
attention, especially before their product
hits the stores or supermarkets?
Focus groups and are important tools
for gathering consumer opinion, however
research and experience have revealed
that consumers are often unaware of what
specifically draws them to a package. In
contrast, eye movements provide accurate
and objective insight into the minds of the
shoppers and help determine what visually
attracts a consumer for purchase.
Multiple packaging concepts are usually
developed before one is selected. Knowing
which design is more likely to attract
attention could better inform the final
selection that eventually appears on retail
shelves. According to Aga Bojko, User
Centric’s Chief Scientist and eye tracking
expert, “Eye tracking is a critical tool for
understanding which package designs will
move product, and which will not. First,
we want to determine how noticeable the
product is among other products on the
shelf. Second, we want to identify which
elements of that specific design attract the
most attention and entice the consumer to
buy, and which elements are missed.”
The characteristics of a typical consumer
allows vendors to identify unmet demand,
coordinate among markets, and develop
more strategic plans. Understanding what
reasons motivate individuals to purchase
goods from farmers' markets can guide
marketing efforts. For example, if consumers
choose to purchase produce from a farmers'
market because of a desire for local and
fresh foods, then markets could emphasize
these aspects in consumer outreach. The
research reported here also found that
markets tend to draw customers from their
specific geographic areas.
Advertising methods, such as prominent
road signs, work well with local residents—
serving as an instant reminder of the
market to those passing by. Based on these
findings, markets should redouble efforts to
improve road signage and reconsider more
expensive however less effective advertising
venues. Extension professionals are to help
develop portfolios of eye-catching signs to
help markets with signage design.
1
2
3
4
5
31
PSYCHOLOGICAL PERSPECTIVES ON THE STUDY OF THE CONSUMER
33
_04//
32
33 BUYNOW
SAVE1.99
SALE
GET 1
SALE!LOW
PRICESGUARANTEE
$
SALE SA
$$$
FREEBUY 1 COUPON
50%
_04//
FREE
34
FOR SALEFOR SALEFOR SALEFOR SALE
FOR
SA
LEFO
R S
ALE
FOR
SA
LEFO
R S
ALE
FOR
SA
LEFO
R S
ALE
FOR
SA
LE
FOR SALEFOR SALEFOR SALEFOR SALE FO
R SA
LEFO
R SA
LEFO
R SA
LEFO
R SA
LE
FOR
SALE
FOR
SALE
FOR
SALE
1 Shades of colors lend themselves well
to fit different types of products. Peach,
apricot, coral, and melon are pleasing to
the eye and are outstanding choices for
the upscale, affluent markets. These colors
are nurturing, approachable, tactile colors
that people want to reach out to touch or
taste making them first-rate choices for
healthcare products, dining areas, food
services, or food packaging. Other first-class
uses of these colors are makeup salons,
beauty spas, and in beauty products and/or
packaging. Consumers rely on signals, both
extrinsic and intrinsic attributes, to solve
their asymmetric information problem
regarding product quality. In this study an
experiment is designed to evaluate how
consumers assess quality perception in
terms of specific product characteristics,
namely colors and shapes in product labels.
According to the cue consistency theory,
the prediction is that multiple sources of
information are more useful when they
provide corroborating information than
when they offer disparate conclusions. In
this sense, particular colors and shapes
combinations which are consistent are
expected to enhance consumers´ product
perception, while other combinations that
are inconsistent will decrease it.
The hottest temperature of all colors,
orange is glowing, vital, and high arousal
that is associated with autumn’s shimmering
foliage or radiant shadings of sunset. In its
most vivid intensity, it is a color not taken
seriously because it then becomes playful,
expressive, happy, and childlike. When used
in graphic applications, it becomes comedic
and cartoon-like so it is not a good choice
if you want to convey a serious message.
More subtle tones of orange radiate warmth
and vitality. These shades lend themselves
well to “ethnic” Mexican or Indian themes
or products. Peach, apricot, coral, and melon
are pleasing to the eye and are outstanding
choices for the upscale, affluent markets.
These colors are nurturing, approachable,
tactile colors that people want to reach out
to touch or taste making them first-rate
choices for healthcare products, dining
areas, food services, or food packaging.
Other first-class uses of these colors are
makeup salons, beauty spas, and in beauty
products and/or packaging.
2 35
35 SalePrice
REGISTER REWARDS*Good on Next Purchase
LikePaying
$1 2/$42/$ 5 - =
1 Most of us like to think that we are rational
and thinkers. We believe that we have a good
enough reason for our choices. However, we
often erroneously buy products succumbing
to compulsion. Consumerism is defined as
the tendency of people to identify strongly
with products are consumed, particularly of
name brands and status-enhancing appeal.
Then, how does the power of consumerism
win over our rationality? In this situation,
we pretend to regard the primary cause of
impulse consumerism is the commercial
seductions. The truth, however, is that the
shopping indulgences does not originate
from a manipulation of the commercial
advertisements, but rather a biological and
psychological drive planted in every one of
us. The biological and psychological drives
for our consumerism are evidenced by: in
order to show off, to get rid of stress, and to
follow the fashion. It is a well-known fact
that color influences mood and feeling in
common experience, however, the field of
color psychology is still not well understood.
Research on the psychological aspects of
color is difficult for the mere reason that
human emotions are not very stable and
the psychic make-up of human beings
varies from person to person.
The task is to identify a consumer’s needs
and wants then accurately, help to develop
products and services that will satisfy them.
For marketing to be successful, it is not
sufficient to merely discover what customers
require, but to find out why it is required.
Only by gaining a deep and comprehensive
understanding of buyer behaviour can
marketing’s goals be realised. Such an
understanding of buyer behaviour works to
the mutual advantage of the consumer and
marketer, allowing the marketer to become
better equipped to satisfy the consumer’s
needs efficiently and establish a loyal
group of customers with positive attitudes
towards the company’s products. Consumer
behaviour can be formally defined as: the
acts of individuals directly involved in
obtaining and using economic goods and
services, including the decision processes
that precede and determine these acts. The
underlying concepts of this chapter form a
system in which the individual consumer is
the core, surrounded by an immediate and a
wider environment that influences his or her
goals. These goals are ultimately satisfied
by passing through a number of problem-
solving stages leading to purchase decisions.
The study and practice of marketing draws
on a great many sources that contribute
theory, information, inspiration and advice.
In the past, the main theory of consumer
behaviour has come from psychology.
2
WHY WAIT TILL SUNDAY?EVERYTHING MUST GO!
OUT OF STOCK
PSYCH
OLO
GIC
AL D
RIVES B
EHIN
D C
ON
SUM
ERISM
36 37
37
17-1
815
-16
13-1
429
-30
DUOTONE
Sweet Tooth 70T
Cool White
4-COLOR PROCESS
Warm White
Whip Cream 70T
4-COLOR PROCESS
Warm White
Whip Cream 70T
4-COLOR PROCESS
Warm White
Whip Cream 70T
27-2
8
4-COLOR PROCESS
Warm White
Whip Cream 70T
38
consumeconsume
19-2021-23
PANTONE U-244
Sweet Tooth 70T
Cool White
31-3233-34
35-36
DUOTONE
Sweet Tooth 70T
Cool White
4-COLOR PROCESS
Warm White
Whip Cream 70T
4-COLOR PROCESS
Warm White
Whip Cream 70T
4-COLOR PROCESS
Warm White
Whip Cream 70T
39
39
The images in this book were primarily taken in a grocery/supermarket environment to
capture the sense of mass production. The photographs are sequenced following a color
coordination system. My method of shooting was simple, find a product, shoot first and
ask questions later. It seemed to work. I spent enormous amounts of time hanging around
different places waiting for something to happen, especially the way consumers shopped
and how they would prefer one thing over the other. I learned a lot under a tight timeframe.
I then spent some time designing, laying out, and color correcting the book. The modular
design of the book was laid out in the standard book making software Adobe. I used high-
resolution versions of the images to move around the sequence. The book was divided into
four chapters/34 pages and it is printed on Poptone from French Paper. Most of the production
time for this book was spent in color correcting and touching up each image.
PRODUCTION NOTES
1
40
41
Mod-Tone
Seamless, sopisticated patterns to suit your designer tastes
Speckle-Tone
True grit, its the original recycled sheet with flecks
Pattern Paper
Pop ink patterns, perfect for gift wrap and projects
Dur-O-Tone
Rugged, hard working sheets like newsprint and packaging
Smart White
The brightest paper in class with high marks for versatility
Muscle-Tone
Super heavy-weight versions of our best papers that love to box
Parchtone
The world’s first animal free imitation parchment paper
Construction
A sturdy, attractive line suit on a foundation of colors
Clo-Tone
Our brightest appraoch to color let your design ideas shine
Other French Paper Paperlines
4342
43
44
consumeconsume
consumeconsume
consumeconsume