February 19, 2010

Food Label Blues.

Via Boing Boing:
Food label designed by "neurological and bodily responses":
From the Wall Street Journal via Good: Campbell's Soup redesigns a label using 'neuromarketing' techniques.
201002181209

















It's staggering to think of how much energy goes into things as simple as package designs. Besides having worked in the ad business for a short time, my time as an adult consumer has shown me repeatedly that my favorable associations with products, especially food, have almost nothing to do with the product itself. It's all marketing psychology. And why not? Why bother with a particular label or logo when something else could be more effective?

The trouble is that, for whatever reason, the psychological approach to selling products is almost always utilized by companies that are selling shit while trying to pass it off as gold. Car, beer, tobacco, food, clothing, and electronics companies are some of the worst that come to mind.

Next time you go for a box of chips ahoy, or campbell's soup, or little debbie snack cakes, or wonderbread, or anything you might have loved as a kid, check out the ingredients. If you're not a food nerd like me, I'll give you a hint at what you'll find: a bunch of nasty shit masquerading as food, with just enough food-like texture and flavor to pass as something consumable.

No comments:

Post a Comment