About Fujicolor Green
Fuji Photo Film turned its packaging green in autumn 1958 because its own research said green appealed to most people, offended almost nobody, and could not be confused with the yellow box next to it on the shelf. Within a generation the colour was the product.
This system is built from that carton: a flat saturated green field, the wordmark and every marking knocked out in white, an ISO numeral set larger than the product name, and a narrow specification strip running along the bottom edge. Glossy, machine-die-cut, legible at a distance.
- Origin
- Tokyo, Japan — sold worldwide
- Era
- Green packaging from autumn 1958; green-box era peaking 1980s–1990s (Fujicolor Super HR, Superia)
- Key figures
- Fuji Photo Film Co.
- Movements
- Japanese consumer packaging design · shelf-competitive brand colour · oversized-numeral product typography
Fujicolor Green design spec
Colors
Typography
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