Another story in the New York Times this week showcased how paint manufacturers are using descriptive storylines—rather than color names—to get customers excited about paint. Click here to see the story.
Implications: Because my background includes copywriting and campaign creative, I can appreciate the desire to make a product stand out. But because I am also one of those people who has a hard time telling the difference between beige and taupe—it’s all tan to me—I’m wondering if abandoning the actual color name is a great idea!
This story was a good reminder that messaging should not overwhelmingly be designed to help a company stand out in its’ industry; the first priority of messaging should be to fit-in with the target consumer.
Mike Anderson, for the Elm Street Economics consumer trends blog. A service of The Center for Sales Strategy, Inc.