Analysis, conclusions and recommendations for colours applied in “5 a day” programme, Chile

Abstract

“5 a day” is an international movement that promotes the consumption of fruits and vegetables in the world and is present in over 40 countries on 5 continents. Its name is based on the minimum daily portion of fruits and vegetables recommended by the scientific and medical communities in a healthy diet. This program exists in Chile since 2006, implemented by the “Corporation 5 a day”, having an exemplary impact in Latin America. In Chile this initiative is strongly supported by the strategy of recommending the consumption of “5 portions of 5 different colours” for a better assumption and understanding of the message. The research is based on observations and analysis of choice and colour scheme, proposed by the program in the publicity materials produced and used between 2006 and 2010. This analysis considers colour and perceptual aspects of the different graphics and digitals parts that are used for promotion, publications, educational material, recipe books and other products. The objective of this study is to establish the level of pertinence of the proposed colours for each one of the analysed pieces and elements designed as bearers of the nutritional message, its degree of effectiveness and their contribution to the message that is aimed to be transmitted. Another interest is to conclude from the study recommendations and norms for the incorporation of the colours to be implemented in the future initiatives of the organisation.