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 21424 - What Does "Healthy" Look Like? $40.00   
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Ian McLean

Current branding and packaging conventions make it harder than ever for consumers to grasp the difference between the nutritional value of a Twinkie and the health benefits of granola. Some sugar waters claim to be as good for you as vitamins, and some health foods appear as decadent as crème brulée. With marketers becoming more savvy about health-conscious consumers and consumers becoming more wary of "healthy" marketing messages, how can an honestly healthy beverage break through the disinformation and clutter? Join brand creator and design expert Ian McLean as he deciphers the clues, cues, and hues that communicate "healthy" in the age of blurred lines, growing skepticism, and expanding waistlines. Avoid the pitfalls of visual misrepresentation and learn how to communicate the right kind of healthy to a market thirsty for truly beneficial beverages.


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