If any one product has been designed based around the transformation of coloring it has to be Vitamin Water. The appealing colors of the labeling and dyed drink attract your eye while the false name seals the deal. Many people find these drinks so attractive due to their healthy indications, but do you think a drink with vitamins and water is going to be any of these bright colors shown below? They most certainly will not.
First off, the drink claims to be a lightly flavored water hosting multitudes of different vitamins based on which drink you purchase. In reality, the drink is water with a large amount of sugar masking the bitter taste of the vitamins. The drink is so successful for a reason. Coca Cola has created a drink that has the great taste similar to unhealthy drinks, but not nearly to the extent of Coke, making the public still able to believe it is healthy. The UK even banned ads such as this one below due to falsified advertising including statements including saying the drinks are even better than vegetables.
Color is the direct response to what you perceive around it. The designers who created the labels for Vitamin Water knew this when they used color matching in part of the label to match the color of the drink. The other part of the label is all white, both to give some contrast to the information on the label and to make the colors pop and catch your eye. The color and white combination also creates a somewhat pill-like presentation, representing the so called "health-based" drink subconsciously.
Through the deceitful masking of the vitamins in the color of the drink, and the nutritional appeal in the color of the labeling and colored marketing schemes, Vitamin Water has become a large success including ads from famous celebrities such as 50 Cent, and basketball stars Lebron James, and Dwight Howard. With their clever marketing and use of color throughout it's design, they have completely transformed a poor product into a huge hit.
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