While marketing has worked for years on the notions that certain demographics will respond better to some tactics than others, recent thought seems to show consumers frustrated and angry at overt pandering to genders in some product designs. Are your food labels unknowingly continuing in this trend?
For example, a recent article in the Wall Street Journal spotlighted an interesting shift in the way some foods are marketed, with more of an emphasis toward the male shopper. This includes tactics like dark packaging and brand names with words that focus on the protein content and energy level in breads, beverages and yogurts, for example.
The latter is a particular target of the male-centered makeover, with the Slate blog identifying the brand “Powerful Yogurt” as one that is overtly courting men, complete with a logo and cup shape reminiscent of a bull.
But, as Kristin Hohenadel, the author of this piece, writes, there may be an unintentionally insulting subtext to this approach that might end up driving away consumers who find this reductive and stereotypical.
“Isn’t this just as condescending (and embarrassing) to men as pastel-colored girly yogurt packaging is to women?” Hohenadel writes. “Does putting abs on a yogurt container really make men want to eat more yogurt?”
It’s a valid question, and in an age when consumer gripes can gather steam faster than before, it’s a crucial one to consider. It might very well be time to start a re-branding, but it’s worth the time to research color printers that can teach you how to make labels that don’t leave anyone feeling like a stereotype.
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