Color matters — whether it is the latest fashion design, or the latest trend in capsule colors. Studies show that color is what appeals first to consumers and attracts them to purchasing a product. With global trends moving towards a more “natural” lifestyle, it only makes sense that capsule manufacturing “sport” a more “natural” color palette for more consumer appeal.

Up until recently, capsule manufacturers have not considered the color of capsules to be a value-adding feature. Not long ago, capsules were only available in standard capsule colors-dull browns, whites, blues or a combination of two basic colors. Today, advances in capsule manufacturing have added innumerable palette choices as well as diversity-transparent and opaque shells, capsules with metallic sheens, and capsules that match the original colors of Nature itself. As color and its predominant role in consumer appeal have become more focused, the coloring of capsules has taken on more significance.

“Natural” Colored Capsules Are Increasing in Popularity

Consumers today are knowledgeable and savvy. You’ll find them making purchases based on careful reading and evaluating of supplement facts and labels. More consumers are looking for natural products free of additives, artificial colorants and flavorings, and those less likely to be allergenic. Natural colorants are perceived as an “added value” and there are consumers who are willing to pay a price for them.

In 2009, natural colorants were used for the first time in capsule manufacturing. Natural colors are produced through sources that are equally natural. For instance, a greenish-blue dye is obtained from the natural algae, spirulina. The brown color, similar to caramel, is produced treating corn syrup or sugar with heat. Natural colorants can be produced from a variety of natural sources such as riboflavin, or carmine. Though comparable colors can be produced through synthetic means, natural colorants offer consumers a perceived added value to the supplement.

Importance of Color in Capsule Manufacturing

• Studies show that the color of a capsule may play a role in the therapeutic effect of the ingredients.
• Color influences brand recognition. About 80 percent of brand recognition is boosted by color recognition.
• The appeal of colors is known to help in memory retention. For example, natural colors are immediately connected to “nature” by the consumer. Since an association is made, consumers can more easily remember your product, along with its added value!
• Colored capsules are used successfully to differentiate a product from the competition on shelves. It is said as a consumer glances through products on the shelf, there is 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 a product and make that open window work for you!

Research Supports the Role of Color in Product Appeal

Choosing the right colors is called a “soft” science. Studies show that about 93 percent of the people rely on visual appeal when purchasing a product.1 Eye-appeal and label information are two vital factors that drive a consumer towards purchase.

This same concept can be applied to the manufacturing of a supplement.

• 92% of consumer believe that color makes a quality impression2
• 90% believe that color plays a role in attracting new customers2
  81% believe that the effective use of color gives product a competitive edge2
• The variety of shapes and capsule colors stimulates the neurological senses. Market research shows that 80 percent of our sensory assimilation is through visual perception.

Capsules can be manufactured in a range of colors. Color differentiation or color coding is a new trend that marks different colors for different uses. For instance, red capsules mark weight loss capsules, where blue marks male enhancement capsules. 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 and International Communications Research