Eye contact applies not only to the product itself but also the packaging in which it is presented. These factors are of disproportionate value to the actual eating quality of the product. This we always have to bear in mind.
Some years ago, a certain market agent on the Johannesburg market was able to sell many more carrots than the competing agents. He confided in me that it was on account of the neon lighting that he had above his section. These lights made his carrots appear darker orange than those displayed in the rest of the hall.
The same applies to the packaging. Those who sell in plastic bags have found that when using thin orange or red lines on the plastic, buyers see the carrots as darker in colour. When confronted with a range of different packaging, the buyer tends to instinctively go for the darker carrot.
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Esta historia es de la edición 1 March 2024 de Farmer's Weekly.
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