Branding: I’m loving it.

In a recent study from Stanford University, Dr. Tom Robinson discovered that children’s taste preferences can be affected by food packaging. Robinson asked children ages 3-5 to sample identical foods placed in either McDonald’s-branded or plain wrappers. The result: the majority of kids thought most of the foods in the branded wrappers tasted better. Even products like carrots, which aren’t even sold at McDonald’s.

Though Robinson was surprised at the results, his study illustrates how branding can evoke powerful emotions from customers of all ages. After all, isn’t jewelry in a turquoise bag better? Farm equipment painted green and yellow more rugged? Scarves from an orange box more sophisticated?

I know we’re taught not to judge a book by its cover, but let’s face it: branding affects how we make decisions. When it comes to spending my money, I prefer jeans with a little red tag on the back pocket, computers engraved with a half-eaten apple and French fries that come in a little bag featuring a golden “M.” Why should kids have all the fun? — Karl, Copywriter