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A whopping $23 million in sales. That's how much Heinz has made from its green ketchup, since the new variety debuted in 2000. There's no doubt that color is serious business. The use of color not only has the ability to convey a specific mood or message, but it can also make or break sales.

In this month's cover story, “Color by Numbers� on page 30, Associate Editor Pamela Paul reveals how different demographic groups relate to color. An exclusive survey conducted for American Demographics by BuzzBack, a New York-based market research firm, shows that demographic trends related to gender, age and ethnicity are exerting a particularly strong influence on our color preferences, and altering the way we interact with colors. As such, these shifts have strong implications for businesses.

“A relaxation of color alignments associated with gender, the increased prominence of ethnic groups with different color traditions, the aging of the Baby Boom generation and the growing influence of their offspring, are bringing about broad changes in the palette U.S. consumers find appealing,� says Paul. “It's essential to take into account demographic differences when creating a brand's color strategy because color is accepted by different ages, genders and ethnic groups in different ways.�

This month, we've even made changes to our own color palette, in an effort to update the look of the magazine and regroup some of our departments. The makeover is the brainchild of Christine Devine-Bürgi, American Demographics' Art Director for the past three and a half years. Devine-Bürgi has been tinkering with the design of the magazine for the past few months. Her mission: to make dense data and graphics as streamlined and easy to digest as possible. This month, she unveils a cleaner and more user-friendly design. “Readers use our magazine as an ongoing source of information, so it's essential that we create a design that's classic and timeless,� Devine-Bürgi says. “But since we report on up-to-the-minute consumer trends, I also wanted the design to be modern. We've tried to strike a balance between being classic and modern.�

We've also tinkered with the departments slightly. The most noticeable changes: “Toplines� and “Indicators� are now combined into one section in the front of the book, while we grouped our “Trend Ticker� and “Democritic� columns to create a back-of-the-book section. We hope these changes will make your reading experience a more pleasurable one.


The Starter Marriage and the Future of Matrimony by Pamela Paul (Villard, 2002). In her first book, Paul studies the phenomenon of “starter marriages� (unions that last five years or less and end without children). She looks at how today's twenty- and thirtysomethings — the first child-of-divorce generation — approach matrimony, and how marriage and divorce play out in contemporary society. Drawing on more than 60 interviews with veterans of such unions, Paul also explores what this trend means for the future of matrimony in this country.

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