Black is back as a means of signaling affordable luxury

02/27/2013 | Wall Street Journal, The

Makers of products including Beck's Sapphire beer and Renuzit air fresheners are using black packaging to "break through the clutter" -- only to find that it's a trend that rival companies have picked up on as well. But marketers know from experience (and new eye-tracking technology) that consumers perceive black packages as premium. "It's about finding new ways to signal affordable luxury," says Mike Cecil, senior brand manager at Dial.

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