We’re all aware that brands spend big to burrow themselves into our consciousness. Most of us also realise that supermarkets stand to make more from selling their expensive ranges than they do from pedalling their basic products. But have you stopped to consider how this affects the way supermarkets will sell certain items?<\/p>\n

They know that you have a choice for any product you might be looking at. There will be the big brand name, with its iconic logo, there will be the seller’s own brand which will pitch itself as cheap and cheerful knock off of the more famous brand name version, and then there will be the ‘basic’ version. The packaging for this will be downright stark. It may even be completely plain, but for a label saying what it is and listing the ingredients in an unfriendly looking font.<\/p>\n

It’d be natural to assume that, seeing as this product is the most basic, it has stark packaging because they didn’t want to spend money on making it look good. In reality the opposite is true. The packaging has been cleverly and very deliberately designed to look as unappetising as possible. It sounds mad but it’s true. They are deliberately making their product look bad so as to make you feel like you’re better off going for a more pricey option. You might think, well if they couldn’t be bothered to put any effort into the packaging then the stuff inside can’t be too good. They’re trying to enforce the perception that the only way to get good quality produce is to pay more.<\/p>\n

Of course, it would be naive to ignore the cynical use of social stigma behind their tactics. We can all admit that we get a bit squeamish about having our finances broadcast far and wide. By making the cheapest products look so different from the rest, they are trying to embarrass us into avoiding them as choosing them will make it obvious to everyone around us, or who comes to visit our homes, that we are trying to save. They know people feel awkward about these things and they seek to capitalise on it.<\/p>\n

At the end of the day, it’s just a number of illusions working in tandem. First there is the illusion that the stuff in the different boxes varies greatly in quality. In most cases the difference will be negligible. The second is the illusion that the different products are all being marketed by people competing and doing their best to win you over. That isn’t the case. The marketing strategies work together to make sure the most expensive looks the most attractive. Always remember that just as much cunning (if not money) has gone into the packaging of the ‘basic’ or ‘economy’ item as the ‘own brand’ one that attempts to look like the yet more expensive brand name option.<\/p>\n

Of course, it should be said that part of the reason for making ‘basic’ products look the way they do is to help make them obvious to people who can’t afford anything else. At the same time though, it seems the supermarkets are keen not to have those who can afford ‘better’ saving their pennies by grabbing them as well.<\/p>\n

Try out cheaper items and see if you can actually tell any different. Chances are you won’t be able to. Indeed, many taste tests have shown people to prefer cheaper options to their posher counterparts. Of course, if a genuine offer makes a brand name cheaper, go for it.<\/p>\n

Be Aware of Your Spending<\/h2>\n

As the things we buy from the supermarkets are the day to day things we can’t do without, we don’t really have the option of not buying them. This can lead us to get a bit lazy when it comes to monitoring our spending. If we think of our weekly shop in its entirety as being an unavoidable expense then we’ll fail to see ways we can save.<\/p>\n

Remember, to keep your receipts and compare what you’ve saved if you switch to cheaper options or manage to eliminate unnecessary items. This is a great way to keep on the ball with regards to spending.<\/p>\n