The User Experience Blog

May 21, 2009

Benjamin Floyd, The User Experience. 20-50% More!!!

Filed under: Uncategorized — theuserexperience @ 8:43 am
Tags: , , , , , , , , , , , ,

Has anyone noticed the latest marketing ploy being utilized by a growing number of food companies? They look alot like this:

  • 20% MORE
    More Taste Than The Other Potato Chips

  • 30% More
    Taste Than The Other Leading Mustard

I would guess that you have seen these as bloggers tend to read. But the vast majority of people will not take the time to read the fine print. It is a sentence that clearly states that it is just a number referring to the taste, not the quantity.

When a user approaches the display the LARGE print gives the impression that there is 20 or 30 percent more product in this package. But that is not the case. It is a random number that the company is using for the illusion of a better deal, which, it isn’t.

The user experience is this: A short term gain for a long term loss. Once people begin to realize that this short term marketing ploy is referring to something other than quantity, there will be backlash. John F Kennedy once said, “Forgive your enemies, but never forget their names”! That statement will hold true for this user experience.

A short term increase in sales however people will NOT forget the feeling of having been “used” or “taken advantage of”. I know I wont. I find it insulting and a clear demonstratition of a user experience that can not have a long term upside.

In these tough times, people want a better deal for their money, not the illusion of a better deal.

Advertisements

Leave a Comment »

No comments yet.

RSS feed for comments on this post. TrackBack URI

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

Create a free website or blog at WordPress.com.