eiTeach



How might colour influence consumer choice?

Colour has been an important part of M&M's history. Over the past 10 years Mars, Inc. has conducted consumer polls related to the colour of lollies. In 2003 Nestle conducted a consumer poll related to lolly colour. There are other lolly brands that include several mixtures of colour in their products such as Skittles and Smarties. In addition, many lolly manufacturers create special colour combinations for holidays such as a package of just red and green M&M's during the Christmas season. What might be the reason lolly manufacturers invest time and money into different lolly colours? Following your lab investigation in lolly colours assign each member of the group an area of expertise. Three experts will examine website information for their area of expertise. One expert will gather more data to support your lab investigation. Using the information found in the websites and data collected from your investigation develop an answer to the question, how might colour influence consumer choice? You will report back to everyone else.


 * __Expert 1: Historian__ **

The Story of M&M's Brand Background information about M&M's candies and the colour changes since they first emerged in 1941. Lifesavers Changes its Stripes News article that provides history about lifesaver candy and a flavor/colour change in August of 2003. M&M Lovers Pick Purple News release in 2002 about the selection of purple as an additional colour in M&M's packages.


 * __Expert 2: Food Marketing Expert__ **

Colour Matters: The Body: Colour and Food Matters An article that discusses the relationship between food and color. Colour for Food and Packaging, Colour and the Consumer A webpage developed by the Society of Dyers and Colourists from the United Kingdom. This webpage discusses the use of colour for marketing products. Food Displays, Food Colours Affect How Much People Eat The results of research on how food colours affect consumption are presented in this article. Food Industry Turns to Colour to Sell to Kids Newspaper article about the use of colour in food to market products to kids.

**__ Expert 3: Colour Psychologist __**

The Psychology of Colour in Marketing Marketing website that explains colour choice in marketing strategies. The Psychology of Colour Explanations of how colour affects people. Psychology of Colour An article that describes how color affects mood and the relationship of colour to food.


 * __Expert 4: Data Analyst__ **

You will need to collaborate with the other data analysts in the room to gather more data for your lab investigation. Does their M and M colour data look similar to yours?

Adapted from Color and Consumer Choice 2005 eMINTS and The Curators of the University of Missouri.