This is the final blog of the semester, where has all the time gone. Now since it is almost Christmas and most people will be writing a Christmas related blog, as a maverick I have decided not to indulge in such practises. Instead I am going to bring your attention to a video that my housemates showed to me last week.
The Victoria Secrets Fashion Show (2012), a mind-blowing experience I urge you all to watch it especially the males reading this blog. The best-looking women in the world barley clothed and music need I sell it anymore?
Now does this have anything to do with my blog? No, I thought it just needed to be brought to people’s attentions so I hope you enjoy. This week’s blog will branch out on last weeks blog on fair trade. The other day I was coming back from the maclab (my second home essentially) and popped into Aldi. At the checkout I saw some malteasers and decided to have a quick look at the packet.
At first I did not notice that this product now contains a fair trade mark on it. Why? Well 1) the logo is tiny and 2) when I picked up the packet my finger covered the logo. So is this really the most logical place to put this logo? People always have good intentions despite their ethical intentions; people rarely buy ethical products ethical products (Auger and Devinney 2007). This could partly be due to a lack of knowledge about buying ethically (Vyth et al 2009), could be that people just do not want to purchase ethically, or maybe products are just not making consumers aware of the fair trade standards. This comes as a surprise to me because people do have good intentions to purchase these types of products (reference), however only a small logo is applied to the packet. Consumers often purchase products with the logo’s unintentionally (Vyth, Steenhuis, Mallant et al. 2009)
People tend to look first in the centre, then to the left, then to the right (reference). If this is true for eye tracking on products then the fair trade logo is blatantly in the wrong place. The right side has been stipulated to be the last place a person will look, if this is true then the fair trade logo will be something that is least payed attention to, so why is it there? It seems ridiculous that such an important logo has not been made more obvious on packaging.
A further problem I have noticed is that the colour of the fair trade logo seems to have changed from what I remember it as. It seems that the logo is now devoid of any colour, and is now made up of just black and white colouring. Though I believe that neither of the logos possess much potential to jump out the packaging a bit of colour always goes far. Colour is an integral part of any logo (Madden, Hewitt, & Roth 2000) it really can help people notice and make things stand out. So this change to a rather bland logo makes no sense to me.
I realise that there is sometimes a price difference between fair trade products and non fair trade products, which stops consumers from buying fair trade products, however this difference is not evident in chocolate products really. As stated before people do tend to have good intentions to buy ethically however if the fair trade logo is left in a redundant place and left so small then this will not be effective on chocolate packaging. Do you think there could be more done to make sure that these logos are more recognizable? Or are the logos sufficient enough in your opinions?
Madden, T. J., Hewitt, K. & Roth, M. S. (2000), “Managing images in different
cultures: a cross-national study of color meanings and preferences”, Journal of
International Marketing, 8(4), pp. 90–107