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Coca-Cola Zero Sugar Cans get Revamp

Coca-Cola Zero Sugar Cans get Revamp

Coca-Cola Zero Sugar cans are to be revamped with an alleged ‘sleek’ smooth new look. But why has Coke done this? Here’s some interesting science...

The new-look cans supposedly have more of the iconic coke red colour and less busy text on packs, with a switch from white font Coca-Cola logo to black.

But why has Coke done this? And is it an effective tactic for getting the new cans flying off the shelves? Here’s some interesting science:

1. Processing fluency

Processing Fluency is a cognitive bias in which our opinion of something is influenced by how easily our brain processes it and understands it.

We tend to prefer things that are simple to mentally understand and process, and will even find simple information more believable. An intuitive design, or a coherent piece of advertising copy, represents high processing fluency.

In summary, our brains misattribute ease of mental processing with liking that item more. The easier it is to think about, the more we like it.

2. Legibility

Text is most legible when foreground and background colours differ in brightness. As brightness contrast diminishes, so does legibility.

Hue also affects colour differentiation. Complementary colours produce more contrast than colours that are adjacent on the colour wheel.

Black text on a red background has been shown to be significantly harder to read than white text on a red background - why do you think many more ‘sale’ signs are red and white compared to red and black?

Ultimately, it’s harder to read the new Coke can compared with the old one.

Summary

According to psychology, the new Coke Zero can is both harder to read and therefore, harder to mentally process, so liked less by our brains.

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About Phillip Adcock

My name is Phillip Adcock: I have more than 30 years of human behavioural research and analysis, and have developed a unique ability to identify what it is that makes people psychologically and physiologically 'tick'.

Would you like to know more about how shoppers and consumers think? Download my FREE guide now. Alternatively, check out www.adcocksolutions.com, where there are more FREE downloads available there. Or why not simply email me with what's on your mind?

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Phillip Adcock
Psychology & Behaviour
Change Consultant

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