How a product’s adjectives influence our experience of it
The Choice Factory author Richard Shotton argues there’s more to fancy descriptors than sounding smart – they can actually influence our experience of the product itself.
Most gourmets would agree that the best food available to man is the salt and vinegar chip. The combination of crunch, vinegary bite and salty tang is unbeatable.
But the chip aficionados among you will have noticed that premium brands are not satisfied with humble flavours. Simple labels are being replaced with grandiose.
No longer salt and vinegar, but sea salt and balsamic vinegar; not cheese and onion, but mature Devonshire Cheddar and caramelised red onion; not prawn cocktail, but hand cooked Scottish langoustines with dill and lemon.
This is an interesting facet in branding. It would be quite interesting to see if Private labels use this adjective phenomenon will it impact their sales versus the national brand?