Why are kitkat colours chosen?

Nestlé Kit Kat is one of the most popular chocolate bars in the world known for its distinctive snapped wafer fingers covered in smooth chocolate. While the signature red wrapper and white logo are instantly recognisable, the choice of colours for Kit Kat flavours is equally crucial in attracting consumers and creating a memorable brand identity.

The colours chosen for Kit Kat flavours serve several purposes:

Branding and Differentiation: Each flavour of Kit Kat has a unique wrapper colour that differentiates it from other flavours. This colour coding makes it easy for consumers to identify their preferred flavour and creates a visual variety on store shelves.

Appeal and Attraction: The colours used for Kit Kat flavours are carefully selected to be visually appealing and enticing to consumers. Vibrant, bold colours like red, orange, green, and purple are often chosen to grab attention and create an appetising appearance. These colours are associated with specific flavours, such as strawberry, orange, lime, and blueberry.

Flavour Communication: The colours chosen for Kit Kat flavours also help communicate the taste and ingredients associated with each flavour. For example, green is commonly used for mint or lime-flavoured KitKats, while red suggests strawberry or raspberry flavours. This colour-flavour association helps consumers quickly understand the flavour they're choosing.

Regional Preferences: Nestlé considers regional preferences when selecting colours for Kit Kat flavours. Different countries and cultures have varying colour preferences, so the company may adjust the wrapper colours to suit local tastes and expectations.

Limited Editions and Seasonal Varieties: Kit Kat also introduces limited-edition flavours and seasonal varieties to keep their product line exciting. These special editions often feature unique colour combinations or patterns on the wrappers to differentiate them from the regular flavours and create a sense of exclusivity.

Sensory Experience Enhancement: Colour plays a significant role in enhancing the overall sensory experience of food. The colours chosen for Kit Kat flavours can influence consumers' perceptions of taste, freshness, and overall enjoyment of the product.

By carefully selecting and coordinating colours with flavours, Nestlé Kit Kat has created a visually appealing and diverse range of chocolate bars that cater to different preferences and tastes worldwide. The distinct colours of KitKats not only contribute to their brand recognition but also play a vital role in creating an enjoyable and memorable eating experience for consumers.