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Cigarette Companies Use Color, Rather than Words, To Convey Message 

Even without words like 'light' on the packaging, many of the people we showed the new packaging to still perceived the lighter or brighter colors to be lower in nicotine, tar, or tobacco, and less harmful.

"Certain colors do elicit certain responses, feelings, emotions", said Tom Neal, Director of Brand Development at Kinziegreen in Wausau. He says with the tobacco already so heavily regulated, they're using the methods that are allowed as effectively as possible. "As the color scheme goes from darker towards lighter, you're seeing they're trying to say to the consumer the things they can't really say with words."

So while cigarette companies won't be able to say 'mild', 'light', or 'ultra-light', by using a cool, calming blue, an energetic orange, or even a natural, healthy light green, would-be customers are getting the message. That's something that has health officials concerned.

"They're trying to make the consumer believe that they are getting a healthier product as a result of the packaging.", said Renee Trowbridge, a public health educator for Marathon County. "They are doing a very good job of making it appealing."

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