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Interesting article in Fast Company today concerning the impact that packaging has on perception.
Funded by Stanford and the Robert Wood Johnson Foundation, the study that appears in August’s Archives of Pediatrics & Adolescent Medicine, asked 63 low-income children, ages 3 to 5, to taste identical McDonald’s foods that were in marked (name-branded) and unmarked wrappers.
The results? The food in the unmarked packaging was always pronounced less tasty than the food in McDonald’s branded packaging, even thought the two foods were identical.
About 77 percent of the children said that the McDonalds labeled fries tasted better than the plain wrapped fries and 54 percent expressed a preference for McDonald’s-wrapped carrots – well over double the percentage of those who liked the unmarked sample.
The results weren’t all that striking with regard to hamburgers however, with only 7 more kids choosing McDonald’s-wrapped burgers than the unmarked ones.
An author of the study, Dr. Tom Robinson opined that the children’s perceptions about the food were "physically altered by the branding."
Can any public sector lessons be drawn from this ? What is our ‘packaging’ like ? How do we physically present ourselves and our products? Do customers find that a certain type of front office ‘packaging’ inspires confidence? that a certain style of literature presentation is favoured over another because it conveys authority or inclusiveness?
Who is giving cogent, corporate thought to our ‘packaging’ and the effects that it has on the customers perceptions?
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I am amazed at how arrogant the Police Service can be in the way it dismisses tried and tested methods of other private/public sector organisations. I am thinking specifically about the barriers put in our way when it comes to creating a ‘brand’ to help us deliver a more customer centred service, and indeed the creation and use of Blogs. I have enough service to be able to claim to be ‘old school’ in terms of my Techie/IT ability, but that is no excuse…I have had to listen and learn how to communicate in the current trends. If we want to communicate with young people then we can no longer dismiss technological advances which have made Chat-rooms, blogs and You-tube etc the virtual communication medium of the younger community.
I continue to try to influence behaviour/thoughts within my Force, but sometimes it seems like ‘pushing water uphill’.
You make a valid point about “packaging” and public service. A police officer in the traditional uniform and helmet – still favoured by Hampshire Police I am pleased to say – is far more approachable than those wearing superfluous high visibility jackets and utility belts. Whilst I am sure the need for personal protective equipment is required for some activities, bobbies on the beat need to attract the confidence and not the fear of their communities if they are to achieve their objectives.
Some years ago, in charge of publicity displays for HM Customs and Excise for London Airports, we learnt quite quickly how many more people approached us in smart (branded) polo shirts and jeans than when we wore the formal number one uniform.
If Community Support Officers are there to support their communities, why do we frighten off exactly those people by dressing them like something from a science fiction movie. If you don’t recognise what I mean, take a look at those who patrol the concourse at Gatwick Airport!
Your “77% of children…” was fascinating.
How often have I wondered why people won’t believe something a PC tells them, but when I tell them the same thing, they are more than happy? Presumably my “packaging” and “branding” means they are more likely to believe me from the off as I am supposed to be a little higher up the pecking order!
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Mike Alderson
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