The ketchup and mustard theory of advertising, AKA learning to taste your brand
What does your brand taste, smell, sound and feel like? Brands to Life’s Paul Findlay explains the importance of evoking your customer’s senses.
Ever driven past those golden arches and felt that undeniable urge for a burger, even though you’re not hungry, hungover or eighteen years old?
Next thing you’re ordering in the drive through, followed a forensic sweep of your car to get rid of any evidence.
You felt great, it was worth it for at least five seconds… but now you feel dirty… real dirty. Pull up a chair and take a deep, deep breath. You are not alone my friends!
“But one particular study conducted by the University of Winnipeg in Canada that I came across has expanded on this further and shown that up to 60-92% of this assessment is actually based on colour alone.”
No it didn’t. You cited a paper which… just said it. It wasn’t tested in the study and nothing was cited for that statistic. As far as anyone knows that’s completely made up.
Hi AC,
I have the full pdf that is more thorough than the article, would be happy to pass this on, will need you to send me your email address.
Paul
Hi Paul, is this not it? https://bit.ly/2D4YpG9 If that’s the full paper, you’ll notice neither the 90 second claim nor the 62-90% claim are sourced, tested, or even mentioned again outside of the abstract. In fact, the paper is riddled with unsourced claims.
Now, I personally can’t find a single reference to the 62-90% claim that predates the paper’s publication, though there are literally tens of thousands that appear in the years after. Maybe a source exists but the point is that there’s no evidence for it that anyone can see. Though you do have to admit it sounds like an unbelievably high number with a bizarrely wide range. How would one even measure that and put it down to a percentage? What’s the rest of our assessment based on? A little critical thinking and academic literacy would do us good if we’re pretending to be behavioural scientists I think.
To that note, one claim in the paper that happens to be sourced is that “the evidence linking specific colors to specific responses is inconclusive (Kaiser, 1984).”