Like all great innovation, our company started as a response to a problem. In the digital marketing industry, pre-packaged plans, over-promised sales, and under-delivered results became the norm. Sick of the absent clarity and bad work, we decided to start our own company. The same thirst for honest, personal work that sparked our company’s start is what we bring to clients every day.
Every day, consumers unknowingly fall victim to the marketing techniques used by companies to persuade our subconscious to take the wheel when making purchases. Research has established the significance of branding elements--colors, product imagery, typography, and material--in influencing consumer purchasing behavior. This study aims to further establish the subliminal connection between branding and consumerism by analyzing how elements of branding affect the perceived cost of chocolate and, by extension, consumer purchasing decisions. For the purpose of this study, branding is composed of the following three elements: typography, colors, and product imagery. A Google Forms survey was distributed to 15 respondents who were asked to estimate the cost of two milk chocolates and support their estimate using the branding in the packaging. The results indicate that a positive association exists between the perceived cost of chocolate and the packaging of the chocolate. The more expensive chocolate was correctly identified by all respondents as a result of the use of sans serif versus serif fonts, more ambiguous colors versus a single, primary color, and more intricate versus simple product imagery.