The Halo Effect - A Strapline too far
As subliminal messages go the Halo Effect is a sublimely subtle psychological concept. In essence a marketing concept and a route to unimaginable riches, the Halo Effect seemingly encourages us unsuspecting and blatantly thick consumers to assume that two and two make five. Apparently, the food-retailers have this down to a fine art. Or, at least their PR firms do. Joanna Blythman’s splendid article in today’s Guardian explains the phenomenon quite clearly when she writes that “When it comes to labelling, food retailers run rings around their customers, and mainly get away with it. They weave a lexicon of feelgood terms – ‘fresh’, ‘handmade’, ‘artisan’, ‘local’, ‘farmhouse’, ‘healthy’, ‘natural’ – into their marketing messages.” The halo effect in marketing allows a brand to positively anchor its reputation to a popular item. So, if you want to sell sausages you might just want to avoid descriptives which suggest dead stuff. A negative brand image is a big no no and ...