Wal-Mart Addresses Packaging Color

CAROL ANGRISANI

CHICAGO — Packaging color has been a topic of conversation at the Private Brand Movement show here.

Despite the trend of white packaging, which many agree was used successfully to create a clean, pure look in brands like A&P's Green Way natural and organic line, several speakers say color adds warmth and excitement to a private brand.

Wal-Mart, Bentonville, Ark., initially used white for its Great Value grocery brand. But to improve on-shelf navigation, it recently updated the brand's design guidelines to use more color. Color has been added to the front of packaging, as well as side panels.

Food photography was also enhanced to include more propping for appetite appeal. For instance, apple cinnamon oatmeal shows real sliced apples on top of the cereal, as well as a whole apple on the side of the bowl.

"We've let the food be the hero," Michael Ellgass, Wal-Mart's senior director of grocery marketing, said in a presentation Tuesday.

Family Dollar, Matthews, N.C., also considered white packaging for its just- launched Family Gourmet grocery store brand. But consumer research revealed that its shoppers felt it looked generic and cheap.

"They wanted something bright, warm, inviting and that says 'family,'" Mary Rachide, DVP of private brands for Family Dollar, said in a presentation.