Louis Cheskin was a 20th century scientific researcher, psychologist, and marketing genius…
He observed people’s perceptions of products and services were directly related to aesthetic design.
And spent most of his life investigating how design elements impacted people’s perceptions of value, appeal & relevance.
In the late 40’s margarine was not popular; most people had no interest in either eating or buying it.
Cheskin was curious why most people bought butter instead. So, he decided to investigate.
In the 40’s margarine was white. So, he coloured it yellow to make it look more like butter.
And then invited people to some events with speakers & plates of food, with little pats of butter for some, and yellow margarine for others (not telling them they we’re different).
Afterwards they asked people to rate the speakers & the food. Unbelievable, everyone thought the butter was just fine (including those who were given the margarine).
Cheskin learned that the colour was critical. So told the makers to turn it yellow and wrap it in foil to give it a high-quality look, and the rest is history.
Interestingly, when we switched from white to black multi-function printers on our home and small business print technology solution, we increased subscribers by over 50%.
…can you tweak your product like Cheskin did with margarine & make it more successful?
