Ever wondered why Cereal boxes have their mascots looking downwards? Well, according to marketers, there’s a whole level of logic applied to it.
One may notice that while shopping in a supermarket, a cereal aisle will always have an entire section devoted to kids’ cereal brands, with colorful designs and graphics. Also, a plethora of mascots and cartoons grace a cereal brand’s packaging, making it appealing for kids and adults alike.
Their placement is quite strategic so to say. The characters printed on the box you see, are always looking in a downward direction. And they are mostly placed on middle and higher sections of the racks at stores and Supermarts.
The reason is a trick followed by marketers to increase sales.
They want the characters to make direct eye contact with children, in the younger age group, whose heights are yet shorter, and who tend to look upward to locate their favorite character or just have a better look at them.
The logic is that the better the eye contact, the better the chances of purchase. So, while many may think it is just a coincidence that all cereal brands use this technique, it clearly is a well-thought-of strategy to attract kids. It is they who influence parents into buying the particular box of cereal that has caught their eyes!
According to researchers at the prestigious Cornell University, everyone wants to trust those who are trying to sell them stuff. And so, their journal Environment and Behaviour states, “Eye contact with cereal spokes-characters increased feelings of trust and connection to the brand, as well as the ultimate choice of the brand over competitors,”
So well, why not put this psychology to better use, instilling curiosity for healthy food?
An Ireland supermarket did just this. They took playful edible eyes and stuck them on each of their fruits and vegetables. This caught the attention of kids, and sales of fruits and vegetables increased by up to 10%. And more than 80% of veggies sold had these flippant eyes on them.
One can see how a marketing psychological hack can make even a difficult job of making kids resort to eating healthier food, easy.