Branding

We were set a small task on analysing some branding.
We were given these two chocolate bars and were asked to analyse aspects of the branding and how consumers would react to different areas of the chocolate bars.

 

The things we found with the chocolate bar on the left are as follows:

- the black gives it a smarter, more sophisticated appearance.

- the sunset writing reflects the fact its cocoa is from the Ivory Coast, making it seem more exotic.

- the box packaging also gives it a more sophisticated and luxurious appearance.

- '74% cocoa' makes the consumer feel like it's more value for money.

- the image of the chocolate is laid out appetizingly, and looks like chocolate you would enjoy eating.

- the lighting on the chocolate also reflects on the sunset writing; tying all of the packaging together.

- the font used made it feel more like a chocolate for the mature adult.

- you would buy this chocolate bar and give it to someone as a gift.

 

The things we found with the chocolate bar on the right are as follows:
- the packaging seemed cheaper and less appealing

- the font used leaves you with the impression that the chocolate will be smooth and silky to eat.
- the way the squares of chocolate are displayed on the front doesn't make it seem very appealing.

- consumers may be attracted to it as it is certified by the Rainforest Alliance.
- it appears cheaper and hassle free, so consumers may be attracted to buying this product for themselves.

We then asked the whole class which chocolate bar they would rather buy and the majority of people voted for the chocolate bar on the left as it appears more sophisticated, and that it would taste better and be more enjoyable than the chocolate bar on the right.
This goes to show that packaging is even more important than the actual product as that is the first thing people will see.