Branding in the Dark....

Sunday Night my favourite trash T.V Programme was being aired ‘Dating in the Dark.’ This hour long show consists of 3 men and women, who are all put in a room together in Pitch black (literally can not see a thing). They get to know each other then can chose to go on ‘mini’ dates with the girl/boy of their choice. Then at the end of the show they have a ‘light reveal’ where they will show the people that they have been dating and then the individuals can decide whether they would go on a proper date with them or not. The first argument that comes to mind is how superficial people on this show are, especially when a girl has been dating a guy in the dark and said they really like them, to then coming to the light reveal and deciding that they are definitely not their type. Ok you can criticise people for being vein or fake, but when it comes to products and branding, are we not all to blame for being a little superficial and image conscious ourselves?

For example: take a look at the next two images of Nestea and decide which can you would be more likely to pick up

I can imagine from the above two images you would have automatically gone for one of the cans in the first image rather than the blue and yellow can with a snowman on it! Again this illustrates even though the product is exactly the same in the above two images, we want to be shown with a product that looks modern and cool and that you would be the envy of everyone, rather than looking like you were drinking a can of de-icer! It is in our genes to pick out the more attactive things, and that is why it is so important to have the image to go with a product or brand, Ice-tea is supposed to be the next big thing after the big iced coffee 'frappacino' sensation so you'd expect the image of the product to fit in.

Sometimes a product image can go a little wrong, take for instance this engine oil can by the european company Agip, may not fit into its brand identity so well...



I am sure many parents would not be giving an oil can to their children to play with!



so it can also be argued no matter how good the packaging may look, if the actual product does not fulfil expectations of the consumer, the product will not sell! this was also illustrated in last week's apprentice where one team created the brand Bix Mix with lovely packaging to be aimed at a luxury market, to share with your girl mates on a night in or loved ones.

Problem was the biscuit was not worth half the selling price, or the luxury the brand percieved to offer with the product!

This goes to show a good mix of both a good product and image needs to be used to created a successful brand, you can not succeed without both! If it is not an attractive looking product, consumers tend to lose interest or go for the fancier looking alternative, even when it is the same product!

I like the fact I can say I base my friendships and relationships on personailty, but when it comes to buying products such as the next camera or phone, I definately go for looks as well as the specification of the product. Fake? No. I just like to have items that look pretty, like this:

This is cool!