A cure for the color bind

[alt text] The ad has small text at the top and then white and orange versions of the same image to emphasize colors. It visually markets the colors well.

[transcription] Quality vegetable colorants made from pigments extracted from nature’s annatto seed. Ranging in vivid hues from lemon-yellow to red-orange. For 70 years, Miles Laboratories has been providing food processors with Annatto colors. Natural carotenoids thoroughly tested for safety and effectiveness. FDA approved – with certification not required. Annatto Colors allow you a wide variety of product applications too. In butter, margarine, lard, vegetable oils, bakery goods, confections, processed cheese, cereals, salad dressings, ice cream and sherbets, cake mixes, toppings, flavoring products, processed fried food products, and canned beverages. To meet your needs, Miles Annatto colors are available in oil soluble, water and oil soluble, and acid soluble liquids. Also, water soluble in both liquid and powder forms. And, you can rely on our experienced technical staff and well-equipped laboratories to help you use Annatto Colors in your formulations. The farsighted approach to color. Because our technologists may already have your color problems solved. Naturally. Why not see for yourself?

[additional notes] The ad repeatedly stresses that annatto colors are extracted from nature, are FDA approved, and do not require certification. The slogan "The farsighted approach to color" implies that manufacturers should think strategically about how color affects consumer expectations and purchasing decisions. Georgia Salcau