Packaging - Red, white and blue works for McCormick

McCormick uses red for distinctiveness throughout the isles and shelves of our local grocery stores. When you see a spice bottle with a red cap you it's hard not to immediately look for the red label below and say "Ahh, McCormick's". Their shelf display has also become a notable characteristic of its in-store presence. In most grocery stores you see a carefully organized shelf with a spice rack look and feel. In the photo taken of the isle display I noticed that the store brand also utilizes McCormick's visual representation. The red label holders and vertical spice shelves are carefully designed with McCormick products in mind. The store brand has adapted to this design layout by adding its own labels and located its comparisons to the immediate right. This placement suggests to me that they want to exploit the fact that we read from left to right and will stumble upon their product while looking at the name brand. The store brand also uses a color scheme that is similar to the McCormick packaging. This may be an attempt to confuse unsure customers and force them to make a budget or cost decision. What I like about McCormick's packaging is that they use the photo of the contents as a quick reference of its ingredients. If the package contains ground cinnamon the image on the bottle is ground cinnamon and if the package contains stick cinnamon so will the image. I always notice McCormick products by its logo. The combination of red, white and blue provides a classic impression of the product that can appeal to the average cook. The company logo is normally placed front and center of the package behind a red or blue background. The logo in this location allows you to identify the brand quickly, and move on to its contents.