Just Do The Unexpected

When you open a new box of crayons, you will be overwhelmed by the sheer number of new colors: Ochre, Fuchsia, among others. Gone are the days when you simply have to choose from either yellow or red or blue or black. To complicate things further, you now have colors in the palette, which is named Razzmatazz or Cornflower. What do you think is its shade? Does the name help you identify the color in any way?

Research done on colors sought to understand better how differences in product names influence consumer preferences. As part of their research, they distinguished between four categories and flavor names:

a. common, which are typical and unspecified (e.g. blue)
b. common descriptive, which are typical and specific (e.g. sky blue)
c. unexpected descriptive, why are atypical and specified (e.g. Kermit green); and
d. ambiguous, which are atypical and unspecified (e.g. millennium orange)

The research thought that unexpected descriptive (c) and ambiguous (d) color and flavor names should slice more positive feelings toward a given product than the other two types (a and b). The researchers believed that they are effective for the reason that they act as a sort of a puzzle to be solved, which typically leads people to consider more of the product.

What then is its relation to developing your menu and table tents? For restaurateurs or those involved in the food business, you might want to consider this result of this research that people tend to go for names that act as some sort of a puzzle especially in your table tent printing. Imagine how customers would react to several new flavors like Exotic Amazon Thin Crust Pizza in your menu and table tents. You can only guess what's on top of the pizza. Anaconda meat, perhaps. Levity aside, these types of names explores how far you can be creative with the flavors or the packaging.

Businesses should not shy away from using less-than-straightforward names for its menus. Your table tents, those tent-like ads you see on top of dining tables, could give your customers a treat. Going back to the Amazon Pizza example, there are many ways you can be creative with how you package this into your table tents printing.

Names that fall into the unexpected descriptive category or the ambiguous category create a sense of mystery and intrigue that leads your customers to consider the new menu. Foster a sense of intrigue and you will certainly get increased sales from curious customers.

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