Here’s a great example of ‘consumers decide emotionally then justify logically’.
Cleaning is an arduous task. I don’t think anyone really enjoys it. Successful products in this sector need to be pitched to have a transformational quality and elevate mundane tasks to effortless ease.
Clearly, fluorescent colours and a grinning face are going to retract your attention, but funnily enough it wasn’t that that held my attention on this example
Selling a sponge to a consumer is an incredibly tricky task. A sponge is a sponge isn’t it?
Not if you can create 2 different states, which each have a different benefit as in this example.
Interestingly, they haven’t promised clean dishes or sparkly surfaces at all. The product focuses on its ability to ‘transform’ which subconsciously, in the mind of the consumer cues a magical transformation from problem to solution. Clever.
Catch the consumers attention first, then tell your story. When you need to pull yourself apart from the competition having clear differentiation in a category that has often lacked innovation will always draw a consumers attention.
#Branding, #Design, #Marketing, #Packaging
