Posted on May 23, 2017
Color Is Inextricable From Brand for Mouthwash Companies
The bright blues, greens, yellow, and purples of various mouthwashes are intended to differentiate similar products in the eyes of consumers. While they may have the same active ingredients, differently colored mouthwashes look like separate products. The colors of mouthwash brands are also linked to unique flavors and scents. This affects customer choice in a number of ways.
For new customers, bold, eye-catching colors attract attention and lend an impression of potency. Particularly strong colors can be linked unconsciously with strong effects. Also, most people have preferences for certain colors (I happen to like yellow and green). Without more compelling reasons to prefer a particular brand, customers may simply pick the color they like the best. Once they’ve picked this color, unless the product is unsatisfactory for some reason—which is doubtful, as one is much the same the other—they’re likely to pick the same color the next time. This preference will be reinforced by any perceived or actual differences in flavor or scent.
Quality Control Processes Assure Mouthwash Brand Consistency
This effect is lost if manufacturers alter the color of their products, or if their colors lack consistency from batch to batch. For these reasons, manufacturers employ stringent color quality control procedures at their production facilities. Samples of each batch, or enough batches to generate statistical reliability, are measured in test labs before the mouthwash is bottled. Measurement is done at this stage to prevent any extra loss of revenue in bottling materials, bottling machine energy, or delivery costs. Any variation detected at the test lab stage can be corrected by mixing in additional colorants while the mouthwash is still in the vat.
For this purpose, most manufacturers have long since jettisoned human observers. Even when comparing mouthwash samples to established standards, human observers are subjective in their analysis of color. Different observers can see different colors. Also, the same observer can see different colors based on lighting, sample size, and even mood. Given the large volumes of mouthwash produced, this subjectivity can result in inconsistent coloration, perhaps even in bottles sitting next to each other on the shelf. As color is such an important factor in consumer choice, this inconsistency could not be allowed to persist.
Full article with photos available here: