packaging as content

March 9, 2010

Taku Satoh’s Spice Rack Synesthesia

Taku Satoh’s spice & herb packaging for S&B Foods: another example of “rainbow array packaging”—(packaging in which spectral colors are used for product differentiation).

While food packages are often colored to communicate contents or ingredients—(lemon yellow; orange orange)— spices are so specifically tied in to our palette of flavors that Satoh’s rainbow array suggests a sort of spice rack synesthesia.

This is not your run-of-the-mill color synesthesia where letters or numbers are associated with colors. Not even gustatory synesthesia where specific words are associated with specific flavors. This a more of a color-gustatory synesthesia in which flavors are associated with specific colors.

Randy Ludacer
Beach Packaging Design

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