Deceptive Product Labeling

Previously, I shared an example of a Happy Product Design.  Take one mundane syrup bottle, add some creativity, and voilà you make something unexpected and interesting.

Now for an example of the "dark side" of product design, specifically in the labeling.  Not dark in a truly evil way, but definitely on the shady side.  Here it is...

The text "40% More" is prominently displayed on the label.  Now read the fine print... "than our 14 oz".  Ah, now you see.  They're not saying "40% Free", they're just saying "40% More".  And, surely enough 20 oz. is 40% more than 14 oz. (after rounding).  It's a mathematical exercise.

And guess how much this product costs?  Why yes, it costs about 40% more than the 14 oz. version.

Many people are tuned to look for labels with "40% More", "25% More", etc.  Often people don't notice that the word "Free" is missing and reach for the product thinking they're getting a bargain, but they're not.  That's what the manufacturer is counting on to boost sales.

Even if you do figure out that you're not getting anything extra for free, the prominent "40% More" text will get you to notice this product above others because we're trained to look for deals and at first glance this one matches the pattern.

This is not unique to French's mustard - not by any means.  I've seen many more examples of this before.  In this case, I like the product and a stunt like this doesn't change my likelihood to buy it.  So no harm done, right?  Well, not in this case, for me, but for other products it could definitely have an impact.

So what's the lesson?  Read labels carefully and understand what you're getting.  Or don't do it and live your life being manipulated by evil product labeling designers who laugh at you.