Key facts
- Calbee has reversed its decision to use black-and-white packaging for its chip bags.
- The company is returning to full-color packaging.
- Sluggish sales were linked to consumers' difficulty distinguishing between chip flavors due to the monochromatic design.
Japanese snack maker Calbee has decided to bring back full-color packaging for its potato chip bags after a recent switch to black-and-white designs resulted in poor sales. The company found that consumers struggled to differentiate between various chip flavors when presented with monochromatic packaging, impacting purchasing decisions. This move signifies a recognition of the psychological impact that color can have on consumer perception and purchasing behavior in the food industry.